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Lenny & Larry’s is a fun brand – bold, colorful packaging with a distinctly ’80s palette, goofy brand icon featuring the woofed-out hair of the founders, and lots of exclamation points in the copy.

Is all this zip deployed because it’s selling a product that is so relentlessly healthy? As the company website puts it: “Lenny & Larry’s The Complete Cookie® forms the foundation of a whole new category of food: Baked Nutrition®. Vegan, Kosher, and Non-GMO … .”

In addition to its Complete Cookies, the company also hawks a “Muscle Muffin” and a “Muscle Brownie.” Its entire line is pitched as “a better way to get more protein in your diet while enjoying something tasty.”