The Brownie Reinvented

Crunch News

"Back to Brownies" article in New York Magazine

Brownie Crunch was featured on page 52 and 53 of the November 11, 2013 issue of New York Magazine in an article called "Back to Brownies."

Brownie Crunch Wins 2012 Gourmet Retailer
Editor's Pick Award!

The Gourmet Retailer's Editors’ Picks issue recognizes the best new consumer products submitted for consideration and introduced in the past year. The winners were judged and selected based on innovation, taste, and functionality.

Brownie Crunch is honored to have received this prestigious award and recognition.


Top 5 Trends from the 2012 Summer Fancy Food Show

Brownie Crunch is Chosen as One of the Top 5 Trends
at This Year’s Summer Fancy Food Show.

The winners appear on Foodspring, a National Association of Specialty Food Trade site that tracks the latest specialty food trends and news. The trendspotters were: Mary Beth Albright, freelance writer; Bonnie Benwick, The Washington Post; Kate Donovan, InStyle Magazine; Nancy Wall Hopkins and Erin Simpson Lozier, Better Homes and Gardens; Lisa McManus, America’s Test Kitchen; Susie Timm, Girl Meets Fork; Joan Nathan, contributor to The New York Times and Tablet; Nycci Nellis, The List Are You On It, Foodie and the Beast Radio; Denise Purcell, Specialty Food Media/foodspring.com.

Brownie Crunch is proud to have been identified as a top new trend!

 

Brownie Crunch: It's Crunch Time!

From Gormet News, July 2012 (PDF)

What do you do with more than 100 years of collective experience in the food business? Well, for Steve Fass, Neil Chernin and Seth Greenberg, you take that expertise and come up with the next big thing, and that’s just what they did. Steve, the marketing genius who created the original Macy’s Cellar and helped develop food businesses for Bloomingdale’s, ABC Carpet and Home and Linens N Things; Neil, the sales powerhouse whose food brokerage reputation is legendary in the industry; and Seth, the baking scion and heir to the legendary William Greenberg, Jr., this trio of seasoned pros have joined forces to bake and sell the next major snack food wonder, Brownie Crunch.

The idea for the new product emerged from Seth’s own kitchen. While baking the Greenberg family’s legacy brownies for his daughter, he noticed that after the actual tasty chocolate treats were removed from the tray, she was picking away at baked crust around the edge of the pan. She called it “Brownie Heaven.” That triggered a brainstorm and Seth called his good friend and former partner Steve. Steve concurred and called in Neil and their collaboration resulted in a new business, FCG Foods.

The next step was creating an actual product, and to that end, the unique recipe from Seth’s original brownie pan was faithfully recreated on a grander scale in the kitchens of Greyston Bakeries, a charitable for-profit business with a dynamic social mission and openhiring policy. Greyston is a unique operation widely touted as a leader in the world of social enterprise. In January of this year Steve, Seth and Neil took their newly baked samples to the NASFT Winter Food Show in San Francisco and became an instant hit. In a few short months, with packaging and marketing tools developed by Roher/Sprague Partners, a highpowered Westchester, NY-based design and marketing firm, their product will soon reach stores and venues all over the U.S. and Canada.

Steve Fass admits with a smile, “Brownie Crunch has a flavor and texture that’s all at once nostalgic and new. If you love brownies, you will crave these. They’re just awesome.”

William Greenberg’s brownies remain a legend on New York’s posh Upper East Side and were part of a recent story line on AMC's Mad Men. When Don and Megan Draper joined Ken and Cynthia Cosgrove at Pete and Trudy Campbell’s Cos Cob home for an evening of drinks and dinner, they did not arrive empty handed. To the delight of their hosts they brought with them not wine or whiskey but instead a memory from their former Manhattan East Side neighborhood…an iconic red tin full of classic brownies from William Greenberg, Jr. Desserts. The brownies were mentioned in a flourish of enthusiasm by name as the all-time favorites of everyone at the party, and the red tin served as a nostalgic touchstone for the newly displaced Manhattanites.

Seth Greenberg agrees with his partners that they may have hit a foodie nerve with everyone who ever ate a chocolaty brownie with a glass of milk, “We may call it Brownie Crunch but I think my daughter really nailed it the first time with her name for it, ‘Brownie Heaven!' "

 

Brownie Crunch: A Little Bite of Heaven

From the cover of Gormet News, July 2012 (PDF)

Innovative baker Seth Greenberg keeps it all in the family with his chocolaty rich original New York flavors.

Seth Greenberg baked great brownies, the best in New York, and the media repeatedly agreed. But his daughter ate only the crispy edges. “Brownie Heaven!” she called them. So Seth created a recipe that baked only the crispy edge of a pan of brownies without the brownie! Studded with chocolate chips or toffee chips or bursting with mint, Seth Greenberg’sAuthentic New York Brownie Crunch is a unique dessert snack.

Seth is no stranger to creating new dessert products. He is the son of New York’s premier baker William Greenberg, Jr., with whom he worked for over 25 years. Seth and his father could be seen daily behind the counter of their stores in Manhattan. William earned honors in New York for his apple pie, cheesecake, cookies, brownies, and, of course, those wonderful schnecken (sticky buns to you). Father and son Greenberg created unique theme cakes for custom baking requests, many for celebrities such as Former President Bill Clinton (for his 50th birthday), Glenn Close, Rudy Giuliani, Ed Koch, Jackie Kennedy, Walter Cronkite and Vladmir Horowitz. Seth’s goal is to create the same high-quality baking experience in a new snack product for a much wider audience. Brownie Crunch uses only the finest natural ingredients and is an allnatural and kosher product.

So what makes Brownie Crunch so special and different? It’s the crunch! Brownie Crunch has a rich, dark chocolate flavor in a thin, crisp wafer. The chocolate chip flavor gives you an extra burst of rich Brownie Crunch chocolate in every bite, the toffee chip adds the depth of caramel, and the mint chocolate chip is intensely minty. And good news for brownie buffs: additional flavors are already in development.

Brownie Crunch can be enjoyed at any time of day. Mid-morning coffee break? Dunk your Brownie Crunch in your coffee as you would biscotti. After school snack for the kids? It’s great with a glass of milk and is lower in fat and cholesterol levels than traditional brownies. Looking for a little sweet treat after dinner? A small handful of Brownie Crunch tastes like a big dessert, especially if you break it up over a bowl of ice cream! Been struggling with how to make a chocolate cheesecake? Crumble the crunch and bake it into a crust for a cheesecake. Better yet, mix it right into the batter. Late night munchies? A bunch of Brownie Crunch can satisfy the whole gang. And Seth’s favorite way to eat Brownie Crunch? Get a cup of soft ice cream (or soft frozen yogurt) and dip with your Brownie Crunch like you would chips with salsa. Look for Brownie Crunch at your neighborhood market.

Mad Men Poster

“Mad Men” Remembers a New York Legend

When Don and Megan Draper joined Ken and Cynthia Cosgrove at Pete and Trudy Campbell’s Cos Cob home for an evening of drinks and dinner they did not arrive empty handed. To the delight of their hosts they brought with them not wine or whiskey but instead a memory from their former Manhattan East Side neighborhood… an iconic red tin full of classic brownies from William Greenberg Jr. Desserts. The brownies were mentioned in a flourish of enthusiasm by name as the all-time favorites of everyone at the party, and that 1960’s-era red tin became a nostalgic touchstone for the newly displaced Manhattanites.

No one who has ever tasted them has any doubt that brownies made by the famed William Greenberg Jr. were something of a treasure for decades, a treasure just highlighted on Mad Men, television’s hottest dramatic series (in Episode 505, titled “Signal 30,” named for the film shown in Pete’s driver education class). So it is equally exciting to learn that William’s son Seth Greenberg has captured the flavor and essence of those classic brownies in a brand new snack food product called Seth Greenberg’s Brownie Crunch. Brownie Crunch captures the essence of his father’s famous brownie made with all natural ingredients in a brand new crispy crunchy form. Brownie Crunch is the “The Brownie Reinvented.”

Soon to be available in supermarkets, shops and on airlines, Brownie Crunch is set to create a whole new generation of mad men and mad women, mad for the taste and texture of this classic and awesome snack.

See more about  Season 5 Episode 5 here or download the episode on Amazon.