When Melissa Blue married her husband 24 years ago, her mother-in-law handed her a recipe for monster cookies, which quickly became a family favorite. Little did she know how that recipe would change the trajectory of her life, providing a sweet new career path.
However, it wasn’t until Melissa’s niece developed a gluten allergy about 15 years ago that Melissa had an “aha” moment. Realizing that the cookies she had been making for her children were naturally gluten-free, she saw an opportunity to fill a gap in the market for delicious, gluten-free treats. Teaming up with her best friend of over 30 years, Melissa Mehall, the duo launched Meli’s Cookies, aiming to bring the joy of great-tasting, naturally gluten-free cookies to everyone.
From Family Tradition to Gluten-Free Innovation
Meli’s Cookies began with a cherished family recipe passed down through generations.
The journey to create Meli’s Monster Cookies was driven by a clear need for better-tasting gluten-free products. At a gluten-free food showcase, the response to their cookies was overwhelming—consumers were thrilled to finally find a gluten-free treat that tasted just like a “normal” cookie. Unlike many other gluten-free baked goods that rely on flour substitutes, Meli’s Cookies are flour-free and oat-based, resulting in a soft, chewy texture with no aftertaste. This unique approach set Meli’s apart in the crowded gluten-free market.
Meli’s Monster Cookies was founded to provide the world with great-tasting, better-for-you, gluten-free treats. While many cookies list flour and sugar as their main ingredients, Meli’s Cookies start with gluten-free rolled oats and peanut butter, making them naturally higher in protein and fiber. They may still be cookies, but they’re a better choice for health-conscious consumers.
Participation in the SKU accelerator program was a turning point for Meli’s Monster Cookies. The program provided invaluable insights and mentorship, leading to several key improvements:
- Branding Update: SKU mentors emphasized the importance of refreshing Meli’s branding and shelf presence. As a result, Meli’s underwent a rebranding, emerging with a bold, vibrant look that better represents the quality and appeal of the product.
- Expansion into Snacking: SKU highlighted the untapped potential in the snacking category. Recognizing this, Meli’s launched Mini Cookies in November 2022, a move that has driven significant growth. The Mini line has doubled sales and points of distribution, making it a key part of Meli’s product offering.
- Ongoing Mentorship: The relationships formed with SKU mentors continue to be a vital resource for Meli’s as they navigate the challenges of the CPG industry.
Customers are Raving and Craving!”
Meli’s Mini Cookies have been a hit with customers, particularly among younger consumers who appreciate a convenient, better-for-you snack option. Feedback has been overwhelmingly positive, with rave reviews about the taste and nutritional benefits of the cookies.
“These cookies are amazing! Easy to make and delicious. First gluten free mix I have used that has been universally liked by all. My kids beg me to bake them,” says Amazon customer Marie.
Meli’s has also celebrated several significant milestones recently, including launching their Mini Cookies in 1,200 CVS stores nationwide and expanding into college bookstores through a partnership with the Follett Corporation. These successes underscore Meli’s ability to grow beyond traditional grocery channels and reach new consumer segments.
Sweet Success
While Meli’s Monster Cookies has already achieved sweet success, the brand has big plans. Exciting new projects are on the horizon, including a major nationwide marketing initiative. Although the details are still under wraps, Meli’s is poised for even more growth in the near future.
From a simple family recipe to a beloved brand with a national presence, Meli’s Monster Cookies embodies the power of innovation, resilience, and the pursuit of better-for-you treats. As the brand continues to evolve, one thing remains constant: Meli’s commitment to delivering delicious, gluten-free cookies that everyone can enjoy.
Learn more about the Meli’s Journey below.