Podcast•Mar 25, 2026•0 min
Drinkable Sunscreen, Protein Mac, and Killer Brownies
In this episode of The Curious Consumer, hosts Nate and Jenna chat with Shemin Ross, third‑generation owner of Killer Brownie, about the brand’s evolution from a regional bakery staple to a national CPG powerhouse now in over 15,000 retail locations, including Target and Moe’s. Ross explains how the company transitioned from wholesale and private‑label sales to building a distinct brand centered on caramel‑filled brownies, owning the entire manufacturing process to maintain quality and rapid innovation. He also discusses the challenges of branding fresh bakery products in a sea of generic clamshell packaging and the importance of emotional connection over functional claims like protein or fiber. The conversation highlights the strategic decisions that let Killer Brownie scale while staying true to its decadent, flavor‑first identity.
