Killer Brownie®, the gourmet brownie company known for its decadent, layered indulgence, is debuting a bold new look and a daring motto: “Live a Little.” After more than 40 years of bringing joy to dessert lovers, the brand is transforming its image with striking new packaging and a fresh marketing approach. In partnership with Irresistible Foods Group, Killer Brownie’s goal is to disrupt the bakery, a space where indulgent treats exist without a brand name that truly sticks.
“The bakery section hasn’t seen a lot of change – and for a long time, that was just fine. But today’s consumer is looking for more,” said Chimene Mayne-Ross, Founder and CEO of Killer Brownie. “Killer Brownie is here to bring bold flavor, unapologetic indulgence, and a loud brand personality. We’re not just introducing something new – we’re making the bakery section a destination, giving people something they’ll be excited to seek out.”
Killer Brownie’s rebrand is rooted in four core characteristics: unapologetic, rebellious, confident, and mischievous. This spirit comes to life through vibrant, eye-catching packaging that makes an undeniable statement in the bakery. Featuring a signature bright blue color and bold typography, the new look is designed to break convention and draw consumers in. At the heart of the rebrand is the new motto, “Live a Little,” inviting fans to embrace indulgence.
“Killer Brownie is more than just a dessert; it’s an experience,” said Raouf Moussa, Chief Growth Officer at Irresistible Foods Group. “We’re building on the brand’s impressive legacy of flavor and bringing it to life in a way that can’t be ignored. By combining bold marketing with dynamic in-store presence, we’re giving fans a new reason to get excited about dessert.”
Norman Mayne
Founded in 1988 at Dorothy Lane Market in Dayton, Ohio, Killer Brownie began as a “best-kept secret,” a decadent treat made with rich layers and high-quality ingredients. Norman Mayne, the son of DLM founder Calvin Mayne, explained Dorothy Lane Market started doing boxed lunches, which was also a new concept, not only in Dayton, but just internationally,” Mayne-Ross said. “The dessert in that boxed lunch was the original Killer Brownie, so all of a sudden the Dayton business community started talking about what is this dessert that’s in this lunch and it quickly started to get a local cult following.” He shared that the average grocery store makes about 3% of sales from their baker, but DLM sees 12% from their bakery.
Over the years, its signature indulgence, innovative flavors, and loyal social following have transformed it from a local legend into a cult favorite. Now, through its partnership with Irresistible Foods Group, Killer Brownie is poised to make a national impact, expanding to over 15,000 retail doors and launching direct-to-consumer availability on KillerBrownie.com for the first time. With a bold new look and fearless attitude, the brand is ready to inspire cravings and bring its iconic indulgence to dessert lovers nationwide.
Products Launching on killerbrownie.com: 
- Triple Chocolate with Caramel: Decadent chocolate brownie loaded with chocolate chips, features a layer of creamy caramel and more chocolate chips in the center and finished with even more chips.
- Cookie Dough with Caramel: Golden chocolate chip Killer Cookie™ dough and rich chocolate brownie are baked together with a layer of creamy caramel and extra chocolate chips.
- Chocolatier: A rich chocolate brownie made with premium milk chocolate chips—soft and moist with a thin crackle top.
- Brookie: Golden chocolate chip Killer Cookie™ baked atop rich chocolate chip fudge brownie. Soft on the inside with a slightly chewy edge.
- Kitchen Sink: Rich blonde brownie—mixed with rainbow sprinkles and topped with M&M’s® and mini chocolate chips—is baked atop a decadent fudge brownie.
- Assortment Box: A delightful assortment of sixteen caramel-stuffed Killer Brownie® bites in four gooey flavors—Cookie Dough, Original, Confetti, and Triple Chocolate Thank you!!!
