A gift arrives. There’s a moment of anticipation as it’s opened, followed by a quiet pause.  It’s briefly appreciated and then tossed aside, the gesture wasted.

That was always the thing that stuck with us. That people were trying to send something special, something that stood out, and so much of it didn’t actually land. So we set out to build a better gifting experience.

Which is how we got here – proud to say a box of Sweet Flour cookies hits differently.

A gift from Sweet Flour arrives tucked inside a beautiful brown gift bag. The box is lifted out, the ribbon pulled off and the smell of cookies sparks instant excitement. Someone takes the lid off, someone else comes over to see what it is and before long it’s being passed around and shared. Suddenly everyone’s taking one “just to try it,” and now a simple gift has turned into a memorable moment.

That’s the kind of gifting experience we aim to create with every gift we deliver.

HOW IT STARTED

Sweet Flour was founded by Kim Gans, a Cleveland native who came to Toronto by way of a marketing and strategy career at General Mills and an idea that nobody else was doing: a bake shop in Bloor West Village where you choose your dough, choose your mix-ins, and two minutes later it's in your hand — warm, fresh, made for you.

Over time, that small shop became something a lot of Torontonians grew up with — a place high school students went for cookies on lunch breaks, and where moms brought their babies for a time out with a latte and a cupcake. With the launch of our online bakery, we shifted fully into e-commerce and gifting, but the spirit of the store and the magic of a simple cookie live on.

The next chapter

In 2026, Kim made the decision to pass Sweet Flour on to us — Gary and Eric Kimmel, brothers who had been looking for something we could build together, and kept coming back to Sweet
Flour.

Eric has spent more than 25 years in the food industry, building and scaling products through Noble Foods Nutrition. Gary has spent two decades working with brands like Disney, HBO, and Meta, focused on experiences and how people connect with them.

Between the two of us, we spend our days thinking about what makes a product worth choosing, what makes a brand worth remembering, and what makes a gift worth giving. Sweet Flour already has the answer; our job is to get it into more hands.

We didn’t change what made Sweet Flour special. The recipes are still Kim’s. The team is still the team she built. And the promise of a memorable gifting experience — that’s still at the heart of it.

Because for us, we will always be driven by what started it all:

That moment when a box shows up…and people actually stop what they’re doing to share it.