By: Peter Keating
Erin Baker’s Wholesome Baked Goods
In 1994, Erin Baker began making healthy breakfast cookies. “One day I caught a call from a woman asking for the nutritionals—we were selling them naked in a jar at Quality Food Centers,” remembers Baker (and yes, that is her real last name). The woman figured out the cookies were only two Weight Watchers points and word quickly spread. How quickly? In a year (1999), Baker’s business went from two employees to 100. Then, Weight Watchers suddenly changed its points system. In a period of eight months, the company lost about 60 percent of its distribution. How did the bakery recover? Two words: New products. She says they moved away from the diet crowd—”we realized they were fickle,” says Baker. “It’s been very successful for us.”