Twisty

The Cookie Corner, a popular kosher bakery in NJ, approached me to help develop a gluten-free product line. We quickly realized that most gluten-free options on the market were either frozen, pre-packaged, or so obviously gluten-free that they missed the mark on taste. The Cookie Corner believed that those choosing gluten-free shouldn’t have to compromise on fresh, delicious baked goods—and they wanted to bridge the “taste” gap between regular and gluten-free pastries.

That’s how Twisty was born.

Instead of taking the usual health-focused approach to gluten-free products, we decided to make taste the hero. The message was simple: The Cookie Corner, with a twist. It’s the same tasty pastries you know and love—just without the gluten. In fact, if no one told you, you’d never know they were gluten-free. That idea inspired the tagline: Happens to be, gluten-free™.