DEALS Ep.25 - Toto
A chat with Toto CEO, Sydney Webb
Catch the interview on Youtube or Spotify. Subscribe to DEALS here.
What Stands Out
Soft-baked cookies made clean.
Toto cookies taste like the Toll House ones you grew up with, but without the poor ingredients. No seed oils, refined sugars, gluten, or dairy.
Just real, whole food ingredients that treat the body well.
The brand has grown fast, now in +4k stores. Impressively, Toto has done so with zero paid ads and millions of organic impressions powered by word-of-mouth and a deeply loyal fanbase.
Founder Sydney Webb created Toto after a decade-long health journey that included Crohn’s disease and early-stage colon cancer. She started baking in her parents’ kitchen with a simple goal: rebuild comfort food from scratch.
“We wanted to recreate the feeling of indulgence without the crash. Something that actually supported your health.” - Sydney
A World of Unhealthy Cookies
Most packaged cookies still fall short, even in the natural set. Seed oils, refined sugars, and unrecognizable ingredients are common. Labels might say "clean," but the ingredient lists tell a different story.
Sydney experienced this firsthand. For years, she struggled to find snacks that worked for her gut and still delivered on taste. She wasn’t looking for diet food. She wanted something nostalgic and satisfying that didn’t leave her feeling worse afterward.
“I didn’t want another low-fat snack pretending to be clean. I wanted something real that tasted amazing and made me feel good.” - Sydney
Toto was created to fill that gap. A true comfort food made with intention.
Sea Salt and Chocolate Chip Cookies by Toto
Toto’s Approach to Better Cookies
Toto’s cookies are indulgent, functional, and built with real ingredients. Each one delivers 8 to 10 grams of organic plant protein and contains no seed oils, gluten, dairy, preservatives, or refined sugar.
The lineup includes:
Peanut Butter Chocolate Chip
Sea Salt Chocolate Chip
Cinnamon Roll
S’mores
Double Chocolate Chip
Birthday Cake
Toto launched online and took off quickly through pure community pull. There were no ads or paid influencers. Sydney still blocks off time every day to personally respond to customer DMs with voice notes. That one-on-one connection has built a devoted following that drives trial, repeat orders, and organic content.
Retail has followed a similar path. Cinnamon Roll launched as a limited-time SKU at Sprouts and sold out immediately. It is now part of the permanent set. Toto is now stocked at Central Market, Fresh Thyme, and Vitamin Shoppe, with Costco and 7-Eleven tests launching soon.
“We built community first. That’s what scaled the brand.” - Sydney
CEO Sydney Webb
The Future is Soft-Baked
Toto is on track to triple revenue this year by focusing on depth, not just distribution. The strategy is simple: increase velocity at top-performing accounts, use the data to unlock national retailers, and expand carefully.
A second product line is coming in 2026. It will still live in the cookie set but introduce a new format that blends functional nutrition with nostalgic flavor. More innovations are on deck, all following the same philosophy: clean, delicious, and comfort-first.
The team is lean and growing. Toto currently has two full-time employees and a trusted network of advisors and contractors. Key hires are planned in operations, marketing, and sales.
Sydney’s long-term vision includes more than product. She plans to launch a give-back program focused on food literacy and self-worth for young women. The idea is to build something like a wellness scouts program for the next generation.
“We’re not just selling cookies. We’re helping people feel good in their bodies and building a brand that reflects that.” - Sydney
