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"The whole premise is that we all get cravings. Here we get our cravings at 4 p.m., so we called it The 4:00 Cookie," Holstein said.
Holstein launched The 4:00 Cookie brand in March, selling her cookies in retail stores throughout Westchester. After the cookies were on shelves in about 30 stores, she opened up a retail space on Purchase Street in Rye about six weeks ago.
"We don't use white sugar or white flour, because those spike the blood sugar and give you more cravings," she said. Instead, the 4:00 Cookies use whole wheat flower, whole grains, low-glycemic coconut flower sugar, rolled oaks, flaxseeds and nuts. She said that the natural ingredients help curb flavors, so you are not constantly snacking from late afternoon until dinnertime.
Holstein, who lives in Tarrytown, has a background in the marketing business. She has worked as a product consultant for companies such as Kraft, Nabisco and Unilever before striking out on her own.
"I knew there was a need for healthy snacks to satisfy cravings," she said. "I'm used to giving ideas to businesses, but I decided to challenge myself and see if I could create this product on my own."
While she is not a baker, she hired recipe consultants to help create some of her cookies. Some of her popular brands include chocolate chip and oatmeal raisin, as well as original creations such as Pumpkin Cranberry, Wild Blueberry Almond and Fig, Dark Chocolate and Coconut.
"We do carry some of the classics. But I didn't want to do everything old fashioned. I want to have fun with the flavors and experiment."
She has also started offering gluten-free cookies, as well as granola and 8:00 Muffins for early-morning cravings. With the holidays around the corner, she also sells gift packages of cookies and Christmas cookie jars.
The 4:00 Cookie is at 15 Purchase St., next to Arcade Books.
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