Sweet Addison's

7-Fig < 1yr

the brief
Overview
Sweet Addison’s started as a side hustle with a great product and very little infrastructure. When Addison LaBonte came to us, she was selling gluten free, dairy free cookies at local farmers markets around Dallas. The packaging was off the shelf. Stickers from Office Depot. No real brand system. But one thing was obvious. The product was legitimately good. She was doing around $5K a month on her own, which is impressive for a side hustle. But Addison had bigger plans, and so did we. Through FlightPlan Ventures, Cameron and Bryan partnered with Addison to completely rearchitect the brand. Tone, look, feel, energy, packaging, and positioning were rebuilt from the ground up to support a real DTC and on shelf CPG cookie brand. In under a year, Sweet Addison’s scaled into a 7 figure business.

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the challenge

The real problem

The cookie category is loud, crowded, and dominated by brands with massive budgets and shelf presence.

Addison did not have a marketing machine or premium packaging. She was competing against brands like Crumbl, Levain, Last Crumb, Lenny and Larry’s, and a wave of emerging cookie startups.

The challenge was not product quality. The challenge was turning a great recipe into a brand that could stand next to the big players and still feel different.

Most brands try to outspend competitors. We focused on out positioning them.

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Key decisions

The strategic moves that unlocked growth.

01
We rebuilt the entire brand identity from the inside out. Tone, visual system, packaging, photography, and overall brand confidence were elevated without losing authenticity.
02
We designed the brand to win in DTC and on shelf at the same time. Packaging and product architecture were built to perform on Shopify and still hold their own in retail.
03
We leaned into exclusive monthly cookie drops to drive urgency, retention, and repeat purchase behavior instead of relying on static SKUs.
04
The biggest inflection point came from identity stacking. Partnering with Taylor Dukes and adding bone broth protein created a differentiated product that still tasted incredible.

the results

The outcome

Sweet Addison’s scaled from roughly $5K a month to 7 figures in under a year.

The bone broth protein chocolate chip cookie became the breakout SKU and clear growth inflection point. It proved a clean, gluten free, dairy free cookie could deliver functional protein without sacrificing taste.

As revenue quickly crossed into six figures per month, Sweet Addison’s transitioned from a side hustle into a real DTC brand with national potential.

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Pattern Recognition

The lesson

Great products do not win categories. Great positioning does.

Sweet Addison’s worked because the brand was rebuilt to match the ambition of the product.

Identity stacking, smart collaboration, and disciplined execution mattered more than ad spend.

When product, brand, and distribution are designed together, small brands can move faster than big ones and win where it counts.

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