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.
