Our sweet journey began
Discover the story behind Howell Much Suga, from our humble beginnings during lockdown to becoming a beloved name in indulgent treats. Learn what makes our loaded cookies truly special and our dreams for the future.
From hobby to thriving business
Howell Much Suga began as a simple hobby during the initial COVID-19 lockdown when the world paused. What started as a way to pass the time and experiment in the kitchen quickly transformed into a passion project. The demand for these delicious loaded cookies grew rapidly, and soon, it became a well-known business, bringing joy and sweetness to many during uncertain times.
The Howell Much Suga difference
What sets Howell Much Suga apart is the unforgettable experience baked into every product. It's more than just a dessert; it's an over-the-top, indulgent treat designed to excite from the first glance to the last bite. Each cookie is handcrafted, generously loaded with premium fillings, and meticulously designed for both incredible flavour and stunning appearance.
We pride ourselves on creativity and connection. Our menu is constantly refreshed with new flavour combinations, bold toppings, and attention to detail. The brand itself is built on making people happy, whether it’s satisfying a late-night craving, finding the perfect gift, or celebrating a special occasion. This unique blend of quality, creativity, and genuine passion is what truly defines Howell Much Suga.
Our sweet future
The future of Howell Much Suga is focused on exciting growth, all while maintaining our signature handmade, high-quality touch. Our ambition is to expand beyond a local dessert brand, reaching a wider audience through potential physical storefronts, engaging pop-up events, and even Australia-wide shipping, ensuring more people can savour our unique cookies.
We’re committed to continually pushing creative boundaries with new flavours, exclusive limited-edition drops, and even grander, more indulgent dessert bundles. Our long-term dream is to establish Howell Much Suga as a recognisable brand, celebrated for its decadent treats, vibrant social media presence, and a loyal community that returns for both the exceptional product and the delightful experience.
"Howell Much Suga’s cookies are an absolute game-changer! The flavours are incredible, and you can truly taste the passion in every bite. My go-to for a perfect treat!"
Sarah M., satisfied customer