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Sweet Logic

A keto-friendly dessert brand offering low-carb, sugar-free baking mixes and mug cakes.

  • Female-Founded
  • Clean Ingredients
  • Giving Back
FOUNDER Matt Owen & Alli Owen
HEADQUARTERS Littleton, CO
Sweet Logic

Behind the Brand

Sweet Logic was founded by husband-and-wife duo Matt and Alli Owen. In 2016, both Matt and Allie adopted a low-sugar keto diet for different health reasons — Matt had a history of cancer and diabetes in his family, while Alli had struggled with weight gain and PCOS during her 20s. As a result of these health challenges, the couple wanted to eliminate sugar from their diets. While on keto, however, Matt and Alli discovered a lack of sweet options that suited their diets. Constantly craving something sweet, they decided to start baking homemade mug cakes using recipes that they found online. Matt and Alli quickly realized how much of a hassle it was; it took 20 minutes just to find the ingredients and measure them out. They knew there had to be a better solution.

Finding no convenient options on the market, Matt and Alli decided to package their homemade mug cake mixes and sell them to consumers. They spent 2 years developing their first keto baking mixes, bootstrapping Sweet Logic from day one. For the first 2 years of their business, Matt and Alli products in-house, even hand-stickering their logos onto foil pouches they found online. Today, Matt and Alli have grown Sweet Logic into a fan-favorite in the keto baking category. They’re on a mission to make life easier while still providing the permission to indulge.

Meet the Maker

What has been your most unforgettable moment (good or bad) while building your company? - +

A good one is when we first started Sweet Logic we ordered almond flour and thought we'd save money by transporting it ourselves on our roadtrip - loading 1000 lbs of almond flour into my Ford Escape and driving it from California to Colorado. A bad one is when we launched into major retail for the first time and had to recall due to product quality issues (womp womp).

What is your favorite thing to do in your free time? - +

We have a 1.5-year-old and a very rambunctious rescue dog whom we love to take outside to explore beautiful Colorado!

What is an essential part of your daily routine? - +

I'm obsessed with drinking Rasa in the mornings, it's an adaptogenic coffee alternative that tastes amazing and doesn't leave me wired like coffee!

What is your biggest pet peeve? - +

As an Aries and Enneagram 3, I absolutely cannot stand when people waste my time. Meetings that could've been emails do me in.

What is one thing most people don’t know about you? - +

I sprained my knee falling off a 6ft stage while dancing at the Full Moon Party in Koh Phangan, Thailand (too many redbull vodkas, yikes!)

What do you want to be remembered for? - +

Loving well.

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