Stealth Health

by Jennifer Barnett Fox
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The rallying cry of Original Smart Cookies, a division of Nature’s Select Food Group, Miami Beach, FL, might be seen as a sneaky approach to better eating because the company’s approach comes through a typically less-than-healthy medium — cookies.

The products were created by Tammy Furman, a mother, personal chef and a graduate of Le Cordon Bleu College of Culinary Arts. Ms. Furman, co-founder of Nature’s Select Good Group, recognized the need to create healthier snacks for both her family and clients. The vegetable and fruit combinations used in the cookies are her favorite fruits and vegetables.

The vitamin-packed treats make fruits and vegetables more palatable for picky eaters with a mixture of ground fruits and vegetables and organic and all-natural ingredients. “Kids and grown-ups love eating them,” she said. “They assume that they are eating regular cookies because you don’t see or taste the vegetables. They are delicious.”

The chocolate chip version, Yellow Mellow, contains corn, squash, cauliflower and applesauce. Gimme a Beat, a white chocolate chip cookie, features beets, raspberries and applesauce. The Chocoloco variety is a double chocolate cookie with spinach, broccoli, zucchini, peas, apricots and applesauce. Nuts-Oat Crazy is a chocolate, peanut butter and oat cookie featuring sweet potatoes, carrots, parsnips and applesauce.

The fruits and vegetables make up 10% of the content of each cookie. Depending on the variety, the “made with love from us to you” snacks contain 110 to 120 Cal. The kosher-certified cookies are available in 12-oz packages of regular or bite-sized cookies. A box of 12 regular- or 32 bite-sized cookies retails for $5.99 to $6.99. The product launch targets consumers age 2 to 99.

The cookies were introduced in March at the Natural Products Expo in Anaheim, CA, and were also test marketed through focus groups.

“The goal of this product is to teach everyone to eat healthier,” she said. “My ultimate goal is to get this product into public schools.”

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