Yummy Mummy Brownies | Undiscovered Kitchen Blog

Yummy Mummy Brownies makes all-natural fudge brownies handmade in small batches and baked to order.

Incorporating a variety of special ingredients, Melissa Roiter transformed a very special family recipe passed down from her Grandma Irene into her entrepreneurial quest! The nudge of a close friend inspired Melissa to launch Yummy Mummy Brownies in 2007. She began selling her infamous brownies at SOWA (which is where we first met the YM team) and online. Melissa soon realized she had a special product that people loved as she watched her customer base and customer loyalty grow!

Fast forward 8 years and Yummy Mummy Brownies has expanded from traditional chocolate fudge brownies to 19 unique flavors (see below), brownie pops, apparel and a soon-to-open store front in Westborough, MA.

You want your brownies and you want them now? Yummy Mummy Brownies are baked to order and shipped within 48 hours!

Yummy Mummy Brownies | Undiscovered Kitchen Blog

Yummy Mummy makes ALL types of brownies including gluten free and custom boxes just in case you can’t decide!

  • Fudge Brownie: The original, chocolate fudgy foundation
  • Mint Patty Brownie: Rich chocolate swirled with crisp, cool and refreshing mint
  • Nut Toffee Brownie: Chocolate and crunchy bits of toffee
  • Blondie: Semi-sweet white and chocolate chips swirled with brown sugar and butter base
  • Salted Caramel Brownie & a Gluten Free Version: Flavorful dimensions of caramel swirls with a sprinkled salt top
  • Dark Chocolate Espresso: Chocolate covered espresso beans and swirls of coffee
  • Gluten-Free Fudge Brownie: Rich, moist fudge brownies sans gluten

What inspired you to start your business?

The fudge brownie recipe comes from my grandmother, Irene. She made them for years and taught my mom and then me how to make them. She has since passed away, but she used to get the biggest kick out of hearing about my business adventures! She loved hearing about all of the different varieties I came up with.

What was your AHA moment?

After doing the SOWA market for a couple of years, I realized I had a special product that people loved. It was (and continues to be) really special to have regular customers come back week after week just to buy their favorite kinds. Now, after being in business for so long, I can no longer stay working in my residential kitchen. It is too chaotic and not big enough. I have decided to open a bakery and expand. I will certainly welcome more controlled hours, more space and the ability to offer a more diverse product line.

Where do you currently make your product and how did you find the process of finding a kitchen to be like?

I currently bake in my certified, residential kitchen, but I am working hard to get my bakery up and running. I have signed a lease and am waiting for all of my permitting to come through. It will be in Westborough, MA. The space is on Rt 30, the main street that runs through town. It’s a great location!

Did you have a background in the food/drink industry when you started?

My mother is a (retired) caterer and my aunt was a chocolatier. Even though I went to Bowdoin College, a small liberal arts school, and studied psychology and economics, my first job out of school was as an assistant restaurant manager. I knew I eventually wanted to be in the food business. I also knew I wanted to an entrepreneur like both of my parents.

A business idea that was left on the editing room floor?

Running a mobile food truck, “Yummy Mummy Brownies” and having women “yummy mummys” drive the trucks around town.

What are some of rookie mistakes you made when starting out?

Making too many brownies for a market and having way too many leftovers, not charging enough for what I was doing – basically not charging for my time (packaging brownies, delivery, etc).

How do you stay motivated in the face of competition?

I stand by my brownies and know that they are delicious! I believe in my product and in myself – you have to have confidence! There are many bakeries out there- I just have to believe in myself.

What’s the strangest customer request or feedback you’ve gotten?

I could go on and on! Of course, the most frequent comment is to put marijuana in the brownies. Maybe some day that will be legal but for now, it’s not going to happen! People also love suggesting fun and crazy combinations. Brownies with bananas, brownies with pretzels… I have tried both and they are ok but works in progress!

Whats your main business goal for 2014?

My main goal is to get my bakery up and running. It’s called Yummy Mummy Bakery and will feature not only brownies but cakes, birthday cakes, cupcakes, eclairs, cookies, etc.

What’s your team or company motto?

Have fun, be creative and take it day by day! At least that is the motto for myself. I have triplets and my husband travels during the week- I need to stay above the craziness and chaos life brings.

Advice for someone with a great artisan food or drink idea?

Go for it! Believe in yourself, have fun and make it work (oh yeah- and be ready to WORK- A LOT!!!).


Shop for Yummy Mummy Brownies on Undiscovered Kitchen now!


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Evona is a passionate foodie, entrepreneur and the founder of Undiscovered Kitchen, a digital farmer’s market for small batch, specialty foods! She loves discovering new foods from around the country and talking to the artisans who make them.

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