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Cancel the sugar, not the cookies : Guilt free snack startup given the Hollywood touch
HighKey has teamed up with the marketing firm owned by Hollywood star Ryan Reynolds to develop a campaign designed to inspire Americans to kick the sugar habit.
Under the deal, Los Angeles-based Maximum Effort has become a minority owner of HighKey, which was founded by AJ Patel and John Gibb to satisfy their sweet cravings, without the sugar.
The brand was launched in 2018 with Chocolate Chip Mini Cookies, sweetened with a blend of erythritol, monk fruit extract and stevia extract. These soon skyrocketed to the #1 Chocolate Chip cookie online, laying the foundation to create dozens of other guilt-free treats. ....

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