Lenny & Larry’s most popular product is the Complete Cookie, a vegan, dairy-free, kosher cookie that offers 16 grams of soy protein, 6 grams of fiber and zero grams of trans fat. The Complete Cookie comes in eight flavors: chocolate chip, double chocolate, lemon poppy seed, pumpkin spice, oatmeal raisin, peanut butter, white chocolate macadamia and the newest addition, snickerdoodle.
Because of the Complete Cookie’s success, Don Croutch, president of Lenny & Larry’s, said the company is considering adding the complete name to more of its products, possibly swapping out the word “muscle” in Lenny & Larry’s Muscle Muffins and Muscle Brownies. The current slogan for the Muscle Brownie is, “Eat brownies, get muscles!”
“When we did that, it was more like a fun name — ‘eat brownies, get muscles’ — then we had to put a little disclaimer that said, ‘when you exercise and eat a healthy diet,’” Mr. Croutch said. “A mom may not feel the need to give her kid a brownie that gives him muscles, but a complete brownie sounds more appealing.”
The Muscle Brownie, available in peanut butter, triple chocolate, and cookies and cream flavors, provides 20 grams of whey protein. The kosher Muscle Muffin offers 15 grams of protein, 5 grams of fiber and comes in blueberry, banana, pumpkin, and double chocolate varieties.
Lenny & Larry’s also offers a gluten-free option: the FIT Protein Brownie. With 13 grams of non-soy protein and 7 grams of fiber, the FIT Protein Brownie is certified gluten-free, low-glycemic, non-G.M.O. and kosher and is available in chocolate decadence, peanut butter crunch and chocolate raspberry flavors.
While the company strives to stray from the typical bar format for protein, Lenny & Larry’s does offer a Complete Breakfast Bar baked with oat and flax. The bars come in cranberry almond and blueberry walnut flavors and contain 5 grams of protein.
