Dayton937

Things to do in Dayton | Restaurants, Theatre, Music and More

Killer Brownie

Killer Brownies Breaks Out With New Look and Motto!

By

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!!!

 

Killer Brownie in Munch Madness Final Four- Needs Your Vote!

By

j_VkOBMspRFmtrQoYUuQebz_2TSAI5FUVirQco0QMNMFor the second year in a row, Dorothy Lane Market’s Killer Brownie® has secured a spot in the final four in a national food bracket, demonstrating that it’s a chocolatey, caramel-infused force to be reckoned with.
Goldbely hosts Munch Madness (#MunchMadness), which pits regional food favorites from across the country against one another. The contenders range from Chicago’s famed Vienna Beef Hot Dog and Brooklyn’s unforgettable Momofuku Milk Bar to Dayton’s treasured Killer Brownie®. Voting opened to the public and started on March 16 with 64 competitors. Now, it’s down to the final four, including the Killer Brownie®. “Being recognized as a member of the final four is such an honor because we’re up against some of America’s favorite restaurants and bakeries. It gives voters a chance to decide who is truly the best of the best,” says Sarah Linville, shopDLM.com manager.

Linville and her team oversee the division of Dorothy Lane Market that ships DLM favorites to all 50 states, and the Killer Brownie® is a top-seller. “We get so many calls from customers all across America that say the Killer Brownie® reminds them of a place that so many have called home. Plus, all the layers of chocolate and caramel definitely seem to make it a favorite,” Linville says.
To add to the Killer Brownie® excitement, Dorothy Lane Market will be offering a special promotion on the Killer Brownie® in stores: If someone votes for the Killer Brownie® online they just have to walk up to the Bakery counter at any of the three Dorothy Lane Market stores and tell an associate that they voted. They’ll then get a coupon for $1 off any Killer Brownie® flavor (yes, there are multiple flavors).
Voting is conducted at https://www.goldbely.com/munch-madness