A small-batch brownie and cookie bakery from London, Ontario — built on real butter, restless mix-ins, and the conviction that a brownie should be worth getting out of bed for.
We believe a brownie should be worth standing in line for. That means baking from scratch every morning, with real ingredients we can name, in small enough batches that we still recognise the trays we put in the oven before sunrise.
No commissary kitchen. No preservatives. No flavour powders. Just the same six ingredients done with attention — and a few we picked up along the way because they made the slab better.
Brownie Boy started as a winter project on Wellington Street in 2024. Sam Holden — burnt out from a desk job, raised on his nan's tray-bake recipe — spent six months baking a single brownie tray every single night, chasing the exact ratio of fudgy middle, crackly top, and chewy edge.
Forty-three failed batches and one neighbour with a very kind freezer later, the recipe finally held. The flagship opened on Richmond Row in spring 2025. We've been folding batter at sunrise ever since.
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