You’ve heard of the Blues Brothers, the Allman Brothers and maybe even the Chemical Brothers.
Meet Ben and Josh Lavin — who are Edmonton’s Brownie Brothers.
The pair launched Wow Brownies earlier this year, selling at seven different farmers’ markets in the Edmonton area. The long-term goal is to have a bricks-and-mortar shop, but the next phase in their brownie takeover of the city is an online store, where treats can be pre-ordered. And look for gift boxes in time for the holiday season.
The two came to Canada with their family when they were kids — the Lavins spent their early years near Manchester, England.
For eight years, Ben has been an entrepreneur and investor. Meanwhile, Josh is a Red Seal and NAIT-trained chef who has a decade of experience in the culinary industry.
Josh has always liked baking — and, many times, made treats for co-workers and friends. And Ben had always wanted to go into business with his brother.
“I’d always wanted to do my own thing,” says Josh. “I was always trying to bake treats for fellow staff.”
And, as Ben says, Josh would often get a “wow” reaction to his baked treats — and that’s how the business got its name.
They identified that brownies was where there was a niche; so Josh spent weeks of trial-and-error time in the kitchen perfecting the recipe.
“I was baking and testing every day,” says Josh. “I would make a tray, and watch it fail. I’d make a tray, and watch it fail. I’d make a tray, and watch it fail.”
And then, it didn’t fail, and Wow Brownies made their debut.
“I’m a perfectionist,” says Josh. “When I get an idea in my head of what I want a flavour to be, it has to be exactly that.”
The first flavour — Chocolate Orange — was inspired by the Terry’s treats that the Lavins grew up with in England. There’s the Chocolate-Mint Oreo, and the Blueberry Lemon Blondie. And the Canadian Maple Blondie became a crowd favourite.
For the upcoming holiday season, some new flavours are being added, like Hot Chocolate with Mini Marshmallows, Peppermint Candy Cane and the Gingerbread Blondie.
For the time being, all the brownies and blondies are nut free. The brothers did have a peanut butter brownie, but soon realized just how many potential customers have allergies, or knew people with allergies. When they can get their own bricks-and-mortar, and can separate ingredients in the kitchen, they’ll look to bring nuts back. But, for now, it’s just not a good business decision.
The brownies are also available on shelves at Meuwly’s and Culina to Go. And while the Lavins have opened some discussions with larger grocery retailers, they know it’s a long process to get their brownies onto those shelves.
And, they’re also using the kitchen at Culina to Go, and credit proprietor Brad Lazarenko for being so willing to help other culinary newbies.
“It’s amazing that so many people in this community want to see a local start-up succeed,” says Ben.
