Doron Petersan and Baked by Sticky: The Plant-Based Bakery Brand Changing the Grocery Aisle

Please share a brief introduction and your business:

I’m a two-time Cupcake Wars winner reimagining dessert with Baked by Sticky, our plant-based, allergy-friendly baking mixes and treats like cookies and brownies are now nationally in Kroger stores.

Did you always know you wanted to be an entrepreneur?

No! I'm a late bloomer.

Take us back to when you launched? What was your marketing strategy?

We put products in mouths. Whenever possible we demo'd, sampled, took every media op and panelist spot. 

What accomplishments are you the most proud of to date in your business?

I’ve published a baking book, won Food Network's Cupcake Wars twice, operated a retail-bakery since 2002, and recently landed both Kroger and Walmart.

What is one thing you wish you had known when you started your Entreprenista journey?

Who not to listen to. I let others hold me back for too long.

What did you go before starting your own business?

In 2002, as a vegan studying nutrition and food science, I discovered that the secret to crave-worthy plant-based desserts wasn't just ingredients—it was science. I opened a retail bakery to share that discovery. It worked: national recognition, two Food Network’s Cupcake Wars wins, and $18M in lifetime sales.

What made you take the leap to start your own business?

I saw countless people with dietary needs travel from all over the country to our shop for our treats. They weren't alone. Thirty-two million Americans have food allergies (FARE). 54% of bakery shoppers want better ingredients (Cargill). Conventional brands aren't meeting demand—so we are.

 In 2008, a city project wrapped our storefront in caution tape. With foot traffic gone, I packaged our best sellers and put them on grocery shelves. That pivot sparked Baked by Sticky—a line of plant-based, allergy-friendly mixes, cookies, and brownies.

In 2024, we opened our own production facility, ensuring that every product is free of peanuts, sesame, eggs, dairy, hydrogenated oils, and animal products.

Do you have any recent wins?

We increased sales regardless. ofthe challenging environment, landed Kehe Distribution openning all distribution centers in the US.

Who are your customers?

Our customers are, allergen-aware, health-conscious and specialty dessert-eaters.

What's your top productivity tip?

Sleep, workout, stay calm, eat clean, no drinking, find what is fun.

What's your favorite business tool?

Excell

What's your approach to work-life balance?

No such thing.

How do you avoid burn-out?

I have a high tolerance for burnout. Life on life's terms, no expectations.

What advice do you have for aspiring Entreprenistas?

Find your people.

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