Meet Whitney Lounsbury | Community-Driven Creator/ Founder of Butter Baked Cake Co., Indulgence Without Compromise

We had the good fortune of connecting with Whitney Lounsbury and we’ve shared our conversation below.

Hi Whitney, we’d love to hear more about how you thought about starting your own business?
My thought process behind starting Butter Baked Cake Co. was personal. I come from a background in running sales teams in the fashion world, but when my own family’s health needs collided with my love for celebrating around the table, I realized there just weren’t desserts that fit. Too many options were loaded with sugar, gluten, grains, or inflammatory oils – and they never tasted like the classics I grew up loving.

I wanted to create something different: nutrient-dense, anti-inflammatory desserts that actually spark joy and nostalgia, without compromise. What started as me experimenting in my kitchen quickly grew into a mission to make sure no one is left out of life’s celebrations. That’s been my north star ever since, building a business that balances indulgence and wellness so families can come together and enjoy dessert again.

Alright, so let’s move onto what keeps you busy professionally?
My career started in New York City’s fashion industry, where I led sales teams for global brands like DKNY, PUMA, and Body Glove Kids, helping scale them to over $80M in annual sales. I learned how to grow brands in highly competitive markets, but more importantly, I learned the discipline, resilience, and creativity it takes to build something from the ground up.

When I became a mother, my perspective shifted. I wanted to create something that not only reflected my skills, but also supported families like mine who struggled to find desserts that fit their health needs without sacrificing joy. That’s how Butter Baked Cake Co. was born. It wasn’t easy; like many entrepreneurs, I faced cash flow struggles, operational setbacks, and the uncertainty of launching a brand in one of the toughest CPG categories. But what set me apart was an unwillingness to compromise on our mission: creating nutrient-dense, anti-inflammatory desserts that make everyone feel included at the table.

What I’m most proud of today is the traction we’ve achieved: $715 per-door monthly retail velocity (outperforming 9 out of 10 competitors), a 51% 90-day returning customer rate online, and 5500+ five-star reviews. But more than the numbers, it’s the feedback from customers, the people who tell us they can finally celebrate birthdays, weddings, or family dinners without feeling excluded, that keeps me inspired.

The lesson I’ve learned is that entrepreneurship is about persistence, adaptability, and staying rooted in your “why.” For me, that “why” is joy, connection, and building a brand that proves indulgence and wellness can live on the same plate. What I want the world to know about Butter Baked is simple: dessert should never be about restriction or compromise. It should be about bringing people together, and that’s what we’re here to do.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
If my best friend came to visit for a week, we’d definitely make it an experience that blends all the things I love about Southern California. We’d start with a day in Balboa Park, because you can’t beat the mix of culture, history, and beauty there. From there, we’d have to do a taco tour of San Diego — in my opinion, it’s the only way to truly experience the city’s food scene.

Midweek, I’d take them up to Los Angeles for a little adventure. We’d stop at Erewhon grocery stores (and I’d be so proud to show off Butter Baked products on the shelves!) and then squeeze in something fun like a rooftop dinner. Another day would be spent wine tasting in Temecula — a perfect mix of relaxation and indulgence.

But honestly, the most important part would be the simple things: catching up, being present, and maybe walking on the beach together. That’s the magic of Southern California to me — there’s so much to do and see.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
My biggest shoutout goes first to my children; they’re the heart of why I started Butter Baked Cake Co. and the daily reminder to keep creating a brand that supports families and brings joy. I also owe a great deal to our customers, who, with every interaction, remind me of the love we bring through food and inclusion, and why this mission matters. Our hardworking and dedicated team deserves credit for always being willing to pivot, problem-solve, and bring Butter Baked into new spaces, from our Southern California military families to our nationwide direct-to-consumer community. I’m deeply grateful to my family for the foundation they instilled in me to trust my instincts, and for their continued support along the way. And finally, my chosen family inspires me to keep reaching higher for Butter Baked, especially when I need the push , reminding me this journey is about more than desserts, it’s about connection, celebration, and building something that lasts.

Website: https://www.butterbakedcakeco.com

Instagram: https://www.instagram.com/butterbakedcakeco/#

Linkedin: https://www.linkedin.com/in/whitney-lounsbury-butterbakedcakeco/

Facebook: https://www.facebook.com/butterbakedcakeco

Yelp: https://www.yelp.com/biz/butter-baked-cake-co-oceanside

Youtube: https://www.youtube.com/@butterbakedcakeco2911

Other: Tik Tok https://www.tiktok.com/@butterbakedcakeco

Image Credits
Photography by Bailen Estrada