In the bustling heart of Los Angeles, a delicious movement is underway. Milo of Lunchbox Cookies is elevating the beloved cookie to new heights, concocting an array of delectable and distinctive treats, all with the noble aim of fostering positive change in our world.
We chatted with Milo to get all the delicious details on how Lunchbox Cookies came to be and where it’s headed.
Tell us a little bit about yourself.
I’m from Lima, Peru, a country of foodies, where cooking for another is an act of love that brings families, communities, and strangers together. I’ve always cooked and baked, mixing and mish-mashing flavors and ingredients that usually don’t belong together, at times leading to catastrophic results.
What was the inspiration behind starting Lunchbox Cookies?
A couple of things lead to the creation of Lunchbox. I was trying to trick my dad (who was ill at the time) into eating plant-based for health reasons. Back then, I wasn’t thinking of selling any cookies; I just wanted to help. This desire to help grew into restlessness, a need to leave the world a bit better than how I found it, so I started thinking of ways to do that. Instantly, I knew it had to be fun, yummy, sweet even, like…cookies. I love chunky cookies, and I didn’t find any around that I liked, so I decided to bake the cookie I wanted to see in the world.
Your unique cookie flavors are inspired by ‘LA’s cultural mixtape and childhood dreams.’ How do these inspirations translate into your cookie flavors?
I love the melting pot that is LA because I get to play with ingredients from different cultures. For example, I made a couple of cookies inspired by peppers found in Korean and Peruvian dishes. Gochujang (the Korean pepper paste) and the Peruvian Aji were both turned into cookies with just enough sweetness to enhance the peppers’ natural flavors.
On the other hand, “Childhood dreams” inspirations transport me to a moment or feeling. For instance, the “Party Animal” cookie was not only inspired by birthday cakes as a kid, but the feeling of the actual birthday party. So I started with classic vanilla dough, packed it with bits of animal crackers, drizzled it with icing, and decorated it with colorful sprinkles and festive hard candy. It became this really chunky cake of a cookie on top of a graham cracker for an extra surprise crunch.
If you could create a special edition cookie inspired by a famous landmark in Los Angeles, which would it be, and what flavors would you incorporate?
That’s a tough one. There are so many memorable places in LA, from the touristy type, like the Hollywood Sign and the Griffith Observatory, to lesser-known jewels, like Little Tokyo or Grand Central Market. However, I think I would choose “street food”. I know it’s technically not a landmark, but LA’s street food is so rich and diverse it attracts people from both in-town and out-of-town as much as any famous landmark—so it might as well be one. In that sense, I think I would do something fried. Not sure how it would work, but like a fried cookie, something that’s both sweet and has a kick—maybe fruity—and it has to highlight at least three different cultures found in LA. It would be a love letter to Los Angeles…I guess you’re making that my next project!
What’s the most unexpected flavor combination you’ve ever experimented with for a cookie, and did it make it to your menu?
Sweet pepper jam and cookie butter oatmeal. It actually made it to the menu even though it was more “out there” than some others that didn’t. The sweet pepper jam is not spicy, and it reminded me of tamarind, which added a light sweetness to the cookie. Paired with the luscious cookie butter and chewy oatmeal, it instantly turned into one of my favorite cookies.
We had the pleasure of trying a selection of your cookies, and it was definitely love at first bite. Each flavor was deliciously unique with the perfect texture, but the first thing we noticed was just how THICC these cookies are. What made you go so big, and how does it set you apart from all the other cookies out there?
I enjoy all kinds of cookies (crunchy, crisp, big, small, flat), but I’m a big fan of chunky cookies; seeing chocolate (or whatever filling the cookie has) ooze out is such a fun experience. When I couldn’t find the cookie I loved the most, I got to work.
We have to ask… if you had to choose your favorite cookie you’ve created, which flavor would it be?
Oo, that’s tricky. This is probably not the answer you’re looking for but it depends on what mood I’m in, whether I’m craving something mellow, something fresh, or something decadent. Today I’m feeling excited about this interview, so I’ll go with something bubbly like Party Animal.
Which of your cookies is most popular? Were you surprised by its popularity?
Old School (the classic choco chip) is by far the most popular, but I’m not surprised. Everyone loves the classics, and I worked on this recipe for several years. This is great, though, because the classics encourage people to try more playful flavors.
Lunchbox Cookies donates a percentage of profits to causes close to your heart. What are some of the causes you’ve donated to, and how did you select them?
We’ve donated both to The Trevor Project and the Farm Animal Refuge in San Diego. Part of our mission is to uplift unrepresented voices; and this includes abused farm animals. Trevor Project is more personal, as I’m part of the LGBTQ+ community, and I’m familiar with the necessary work they do. We’re also hoping to support A Sense of Home, Jovenes Inc, and many more causes in the future.
We love the idea of planting a tree in customers’ names with every dozen cookies ordered. How did this idea come about, and what has the response been from your customers?
Anyone can be a hero—that’s the idea—and together, we can change the world. I wanted to create a connection between doing something good and enjoying something yummy—and everyone loves trees. It started with “a tree for every dozen”, but it was later changed to “a tree for every half-a-dozen” to make the opportunity available to more people. Our wish is to raise awareness while building community, and we chose to do that by including our customers on actual direct change through the simple act of planting a tree.
We LOVE the Lunchbox Cookies branding. For our fellow branding nerds out there, what was the thought process behind the branding (name, logo, overall aesthetic), and how do you ensure that the branding effectively communicates the values and mission of Lunchbox Cookies to customers?
I have a background in illustration but no proper training in graphic design, so figuring out the branding took as long as developing some of the recipes. I wanted to create a brand that communicated what the cookies were to me: fun, colorful, with a splash of nostalgia, something that would convey both childhood and hope. I played with different names and combinations—always asking for feedback—and went through countless swatches and revisions up until the last minute. The design choices of the brand and the box had to feel fun, like our approach to making cookies, and we hope that the messages on the box empower our customers to share our values and to take steps towards saving the world by planting trees while enjoying our yummy treats.
Lunchbox was recently available at NoMoo. Nothing sounds better to us than grabbing vegan burgers followed by delicious, gooey cookies. Are there more collaborations like this in Lunchbox’s future?
Yes! Absolutely. We’ll be at NoMoo through April. What happens next is still up in the air. We’d love to come back eventually (if they have us!) because the experience has been wonderful. Lunchbox is still a baby (just launched December 2023), so it’s still getting its feet wet, testing new things, and growing in a way that nurtures its mission. We’re also looking into popping up throughout LA and neighboring cities at various markets, festivals, and coffee shops. Like our cookies, our dreams are big.
What advice would you give to aspiring entrepreneurs looking to start their own socially conscious, vegan food business?
Don’t wait. Start small. And start with a “why.” If you start with a “why,” the reason behind why you are doing this (baking cookies, pastries, etc.) will fuel your resolve tenfold. And no level of exhaustion, failure, or criticism will be able to knock you down. For example, to make the most decadent gluten-free treats, to be the most environmentally conscious, to spread kindness—the more personal, the better, like in memory of someone you love. This “why” will then anchor you; help you get back up when you’re down. And a final bit of advice: make your business unique. And by unique, I mean make it “you.” What sets you apart from everyone else? What’s your story? Is there a need that hasn’t been met? Focus on that and find your niche.
Where can VEGWORLD readers find Lunchbox Cookies?
Our mailing list and Instagram are currently the best ways to stay up-to-date on events and popups.
Thank you for chatting with us and helping share our message :]
