Success brewing with brownie brand’s new secret ingredient

A former local government worker who chose to devote her days to baking brownies has pioneered a new recipe, adding a secret ingredient to her sweet creations.

Heather Moore – who founded We Luv Brownies in 2014 – was inspired to add beer to her already popular recipe after visiting her local brewery, Bradfield Brewery. She found the addition of Bradfield’s Belgian Blue beer intensified the chocolate flavours and created a richer tasting brownie.

Sheffield-based Heather said: “I’m not sure about the chemistry or the science behind it, but it just adds an extra depth to the brownies. I’ve made it unique to Bradfield Beer, so I don’t know if anyone else has done it before, I just was inspired by the Guinness cake idea.”

The brownies were an instant hit at local farmer’s markets and with the help of the Launchpad programme, Heather has expanded into new markets, now producing 300 – 400 brownies every week.

Sold in 20 venues in Sheffield including coffee shops and pubs, Heather’s brownies are made with Belgian Blue beer in November and December – when the beer is in season at the brewery – and with Bradfield Stout for the rest of the year.

“I tried different beers like normal blonds and regular real ales, and I didn’t think it intensified the flavours as much as Bradfield stout, because they’re a richer beer, so it’s the richness really that comes through,” she added.

And these beer-based brownies are just one of the eight varieties Heather has on offer at We Luv Brownies. Blondies, salted caramel, rocky road, cheesecake flavour and a selection of gluten free flavours are also available and will soon be sold online as the business expands from her kitchen to a commercial premises.

With a shift away from farmers markets and toward B2B growth, Heather will be concentrating on the online sales with plans to launch the service within the next three to six months.

She said: “I wanted a different way for customers to be able to buy if they’re not near a market so online is a really popular way at the moment to buy produce. It will be smaller orders, perhaps 6 or 12 brownies but it will be more events and birthday parties – special events or treats for the weekend.”