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Lenny & Larry's

Lenny & Larry's was founded in 1993 by two bodybuilders, Ben and Barry, who were tired of getting their protein from the same boring foods. The common denominator between the founders was their passion for fitness and baking with protein, which is reflected in their motto "Make protein fun and delicious". Their first product was high-protein muffins, which were higher in protein and fiber and lower in fat and sugar than traditional muffins, making them perfect for a healthy, sports-oriented diet.

In 1994, the product range was expanded and the first resellers in Southern California added these products to their segment. In 2001 the company was sold after Benny left the company and Barry decided not to continue on his own. In 2007, Barry returned to the company and a new successful product, the Muscle Brownie®, was launched on the market. By 2013, Lenny & Larry's had made it to the list of fastest growing companies within five years. By 2016, the company's products had made it into the assortment of several large supermarket chains such as Walmart and 7 Eleven, and today their products can be found in over 30 countries worldwide.

The Lenny & Larry's portfolio includes a range of cookies, brownies and breakfast bars, which are characterized by being higher in protein, higher in fibre and lower in fat than their classic counterparts. In addition, the company's treats are virtually sugar-free (e.g. 1 gram of sugar per 59 grams of cookie) and some are also suitable for vegans. Lenny & Larry's is not only committed to a healthier diet, but also to nature conservation and physical activity in the great outdoors. In 2022 alone, the sum of 150,000 dollars was donated to the National Park Foundation to preserve these parks and inspire people to use them for hiking, cycling and other sports.

In addition to bodybuilders and athletes, Lenny & Larry's target group includes all health-conscious people who do not want to give up sweet treats, but still attach great importance to a healthy, high-protein, high-fiber and low-sugar diet.