We’re excited to introduce you to the always interesting and insightful Liana Roberts. We hope you’ll enjoy our conversation with Liana below.

Liana, appreciate you joining us today. Growth is exciting, but from what we’ve seen across thousands of conversations with entrepreneurs it’s also dangerous if costs aren’t watched closely – sometimes costs can grow out of control outpacing revenue growth and putting the viability of the entire business at risk. How have you managed to keep costs under control?

I’ve been able to keep my costs under control by carefully calculating the expenses involved in baking each cookie, including packaging. I also factor in labor, utilities, and equipment costs. I regularly monitor my competitors’ prices to ensure I’m staying competitive. Currently, my prices are lower than those of my competitors, but with the rising cost of groceries, I may need to increase my prices soon.

One of the toughest questions I constantly ask myself is, “Would I pay for these cookies if I were a customer?” As someone who loves cookies, if I felt they were worth the price, I absolutely would. My goal is to keep the cost reasonable so that customers feel they are getting good value while still choosing my cookies. One of the best things I’ve heard from my customers is that those who recognize the value of what I offer are willing to pay for my product.

Liana, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I’m an occupational therapist by profession, but I’ve always been a self-taught baker, constantly experimenting with recipes and adding my own twist. How did it all begin? It started in seventh grade when I received an award in family and consumer science, and from that point on, baking has had a special place in my heart. I became passionate about baking for my family and friends, and it’s something I’ve enjoyed ever since.

Quality time and gift-giving are my top love languages, and for me, gifting and sharing cookies during special occasions is the perfect way to express those feelings. Baking has also given me a sense of belonging within my community, and it’s something I find grounding and calming.

When our family had the opportunity to relocate to South Florida, it allowed me to stay home with my two toddlers while also launching Sneaky Bites Cookies. That’s when everything came together, and I was able to turn my passion for baking into a business.

What problems you solve for your clients and/or what you think sets you apart from others:

When someone is searching for the perfect gift and chooses our product, that’s the best problem they’ve solved.

What are you most proud of and what are the main things you want potential clients/followers/fans to know about you/your brand/your work/ etc.

At Sneaky Bites Cookies, we specialize in bakery-style cookies made with premium ingredients, free from trans fats and preservatives. What truly motivates us is the positive feedback we receive from our customers, especially when they tell us, “These are the best cookies.” But it’s not just about the cookies—it’s about the experience they create. We’re proud of how our brand continues to evolve, and our mission is to become a staple in Broward County and the surrounding areas, catering to parties, social gatherings, and corporate events. Our brand embodies Midwest hospitality, offering a warm, welcoming vibe wherever we go. Whether it’s replacing a wine glass with a cookie during a conversation or sharing them at a celebration, our cookies bring comfort, indulgence, and a sense of community—inviting people to connect.

Here are three key reasons our brand stands out from the rest:

1) We are more than just a cookie, we’re a moment shared. Bring joy, one bite at a time. Our cookies aren’t just a sweet treat-they’re a symbol of togetherness. Whether it’s a small celebration, a thoughtful gift, or simply a moment to connect, our cookies make every occasion sweeter. Every bite is crafted with love, initing you to share the joy with others. Because at the heart of every cookie is a story-one of warmth, care, and connection.
2) Every flavor, a recipe of its own. We believe each flavor deserves its own spotlight. That’s why we don’t settle for a one-size fits all cookie base. Every cookie we create starts from scratch, with a recipe developed specifically for its unique taste. No shortcuts, no limits-just handcrafted perfection in every bite. Because we know that extraordinary flavors deserve a personal touch.
3) Pure ingredients, unmatched flavors. We believe that true indulgence doesn’t have to come at the cost of quality. We only use premium ingredients-no preservatives, no trans fats, just pure goodness. Every cookie is crafted from scratch with a unique recipe, ensuring each bite delivers a fresh, wholesome experience. It’s more than just a treat; it’s a commitment to flavor and quality you can feel good about.

Can you tell us about a time you’ve had to pivot?

I never saw myself as a businesswoman. My parents were refugees who came to America during the Vietnam War, and they raised us with the expectation that we would pursue traditional careers, like becoming a doctor, lawyer, or pharmacist. I took a different path and chose a career in healthcare, becoming an occupational therapist, which I truly enjoy. Along the way, I’d bring cookies to work as a little pick-me-up for my colleagues, and for years, they told me my cookies tasted better than those from local bakeries and that I should sell them. The idea stuck with me, and I couldn’t shake it.

My husband and I would often talk about what we would do if we were millionaires. My answer was always to do philanthropic work, like volunteering with Occupational Therapists Without Borders, and to work in a bakery or floral shop. The chance to pursue this dream came when we moved to Florida last summer. I weighed the pros and cons of staying home with my kids while baking versus continuing to work full-time as an occupational therapist. In the end, everything lined up perfectly, and I realized I could open my own cookie business.

I’m fortunate to have a very supportive sister who encouraged me to take the leap. She helped with all the business tasks—setting up my Instagram, posting to Facebook—and soon, orders were pouring in. That’s when Sneaky Bites Cookies officially became a reality. I transitioned from being an occupational therapist to becoming a baker.

What do you think helped you build your reputation within your market?

One of the key factors in my success with the brand has been taking the initiative to find a coach who helped me create a solid business blueprint and navigate my goals. With my coach’s guidance, I achieved my sales targets, boosted my profits, and recently became an official partner with AJ’s Coffee Break cart. In addition, I’ve built a consistent client base through the Flamingo Flea, a local market in South Florida, and gained valuable word-of-mouth support from my neighbors.

Contact Info:

• Website: https://www.sneakybitescookies.com
• Instagram: https://www.instagram.com/sneakybitescookies
• Facebook: https://www.facebook.com/profile.php?id=61559411292560

Image Credits

Profile picture credit: Marguerite Carter of Wild Pearl Photography