Spritzal Cookie Company - How a Family Recipe Became a Retail Hit

The Story of a Brand

Ramon Vela

Business, Entrepreneurship

5 • 145 Ratings

🗓️ 21 March 2025

⏱️ 51 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

What do you get when you combine a great-grandmother’s Swedish cookie recipe, a mother-daughter duo, and a lot of grit?

You get Spritzal, a clean-label cookie brand disrupting the cookie aisle with shortbread bites made from real, simple ingredients.

In this episode, I sit down with Taylor Walker, COO and Co-founder of Spritzal, to talk about how a family recipe evolved into a brand that’s winning over retailers, shoppers, and sweet tooths alike.

Taylor shares the 10-year journey of building Spritzal, from hand-pressing cookies in a home kitchen to scaling manufacturing and launching with major retailers. We also talk about what it takes to stand out in a crowded category and the power of resilience, belief, and, of course, butter.

Key Moments in This Episode:

🍪 How a family recipe turned into a national cookie brand

📦 The big pivot: from clamshell packaging to resealable bags

🛒 Getting into retail: what buyers really want

📈 Bootstrapping, burnout, and the decision not to quit

🥇 Why clean ingredients and smart branding win shelf space

Join me, Ramon Vela, as we listen to this heartfelt and inspiring conversation with Taylor Walker as we explore what makes Spritzal cookies and this brand unique.

For more on Spritzal, visit: https://spritzal.com/

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Today’s Sponsors:

Compass Rose Ventures- Advisor for CPG Brands: https://compassroseventures.com/contact/

Compass Rose Ventures can help your CPG brand increase customer lifetime value, expand into the US market, create an omnipresent omnichannel footprint, optimize customer journeys, build brand communities, and more. Visit the link above to learn more.

Saral - The Influencer OS: https://www.getsaral.com/demo

SARAL is the all-in-one influencer platform that finds brand-aligned creators, automates outreach, and manages everything in one place. Request a live demo today. Let the SARAL team know you're a The Story of a Brand Show podcast listener to get an extended free trial! Visit the link above.

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Transcript

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0:00.0	Our focus, really, and it always has been on when we would do demos?
0:03.9	We'd be like, when's the last time you had a cookie that was just five, just six ingredients?
0:09.0	And our customers would stand there and say, honestly, I don't remember.
0:13.8	You know, they're used to eating all the junk in the cookie aisle.
0:17.3	So that callout is still in our packaging.
0:19.9	We added that.
0:20.7	That's a big focus. So we're a clean
0:22.1	label. We're a minimal ingredient. We're a better for you item. And we're adding value to those
0:27.5	kind of consumers that are looking for those better for you snacks. So we use 100% real butter,
0:32.1	no seed oil, no palm oil, no artificial, anything, just really fun flavors. So that's where we stand as a brand today.
0:39.7	That's just like the long story story of 10 years.
0:52.2	Hey, everyone.
0:53.3	This is Ramon Vela, and this is another episode of the story of a brand.
0:58.4	Like always, we have an amazing guest and brand that we're going to feature on today's show.
1:02.4	But before I do, hi, I speak to hundreds of founders and CEOs of CPG brands each year,
1:08.8	and they are facing unprecedented challenges from changing consumer
1:13.5	behavior, inflation, electioneer anxiety, the cost of capital, and more. However, finding an
1:20.4	experienced knowledgeable advisor shouldn't be challenging. And that's why I'm personally
1:26.1	recommending that you reach out to Compass Rose
1:29.4	Ventures, whether you're looking for help positioning your brand and messaging,
1:33.9	diversifying your marketing portfolio, preparing for retail expansion, or fine-tuning your
1:40.1	existing retail strategy, or maybe preparing your brand and financials for investors or acquisition.
	...

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