Sun Flour Baking Retires Its Name for Hooray! Cookies After Confusion With Non-Vegan Bakeries

Sun Flour Baking Company is retiring its name after facing confusion with other businesses using similar names and not being plant-based. The company will now operate under the name Hooray! Cookies to better reflect its strictly plant-based, NSF- and organic-certified bakery. The move also positions the company to compete directly against conventional cookie brands in grocery, club, e-commerce, and international channels.

Founded by Rey Ortega, the bakery has been producing vegan cookies since 1997 and has a range of flavors including chocolate chip, snickerdoodle, and birthday cake. The company's products will continue to be produced in Sacramento and sold through various platforms such as Walmart's marketplace and wholesale platform Faire. Hooray! Cookies aims to maintain its reputation as a leading plant-based bakery in the mainstream cookie market.