Founded by Maura Duggan in 2004, Fancypants originally started as a decorative cookie company in Walpole, Massachusetts selling to grocery store bakeries – most notably, Whole Foods Market. Duggan evolved the company with her husband and COO Justin Housman into a premium CPG cookie brand in December 2023, inspired by the homemade cookies she made with her grandmother after school.
One of the most impressive accomplishments about Fancypants is that they’ve been operating their own manufacturing facility since within the first three months of launching out of their tiny Boston apartment kitchen, so that Maura and Justin could oversee their own production line to ensure quality control and scale the business.
No stranger to taking risks, Maura Duggan started her early career in neuropsychology education after earning a master’s from Harvard University and pursued her passion for baking to become an entrepreneur within the multibillion-dollar cookie category. She has primarily self-funded the business and taken on private investors in the last couple of years, with plans to fundraise as the business continues to grow.
As one of the first upcycled cookies, Fancypants is dedicated to building a high-quality brand that is tackling sustainability and keeping the environment top of mind. Fancypants is Upcycled Certified as they bake with upcycled oat flour made from dried and milled oat pulp left after making oat milk. Fancypants combines the oat flour with King Arthur Baking Company’s flour to make its proprietary flour blend along with real butter, sugar, and eggs. There are no artificial ingredients in its cookies.
The brand is non-GMO verified, kosher-dairy certified and completely nut-free from peanuts, tree nuts, and sesame. With a commitment to being zero-waste, Fancypants turns any cookies that get broken during the process of its production cycle into renewable energy via its partnership with Farm Powered. This food waste is converted into carbon-negative renewable natural gas to cleanly power farms in Massachusetts. Fancypants is also proud to be fully recyclable with its packaging via its partnership with How2Recycle.
Fancypants flavors are a range of classic, approachable, and innovative with a special fancy twist, with its six current flavors including Birthday Cake, Chocolate Chip, Mint Chocolate, Oatmeal Raisin, S’Mores and Salted Caramel.
Designed with fun and whimsical in mind, you can spot Fancypants' resealable bags with the signature classic red coloring and cheeky peacock mascot in cookie aisles across the country.
- Birthday Cake: Made with rainbow sprinkles (colored with plant-based dyes) and white chocolate chips that bring the delicious taste of icing in every crispy bite
- Chocolate Chip: Baked with Belgian-style dark chocolate chips to bring a touch of nostalgia in every crispy bite
- Mint Chocolate: Made with real peppermint oil and Dutch cocoa for a rich chocolate flavor in every crispy bite
- Oatmeal Raisin: Baked with whole rolled oats, plump sun-dried raisins, dark brown sugar, and a dash of cinnamon for a classic oatmeal raisin flavor in every crispy bite
- S’Mores: Made with toasted whole wheat graham flour, dark and white chocolate chips, and natural marshmallow flavor for the ultimate s’mores moment in every crispy bite
- Salted Caramel: Baked with French sea salt caramel pieces for a sweet and buttery flavor in every crispy bite
In the first six months of launching the CPG line, Fancypants is in over 1,750 retailers including Central Market, Gelson’s, and Mother’s Market at a suggested retail price of $5.99 per bag. The brand is available directly online on fancypantsbakery.com with the option to buy individual flavors in either 3 or 6-packs along with a variety pack of its best sellers (Chocolate Chip, Oatmeal Raisin, Salted Caramel) or a variety pack of all six flavors. 3-packs online are sold at $19.99 and 6-packs online at $34.99.
The brand also sells a gluten-free chocolate chip flavor using upcycled okara flour from soy milk along with rice flour.
