World Cups

Karae M. Freels wants to pimp your peanut butter.


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Published: Jun 12, 2007

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There's no wrong way to eat a Reese's. But if you live in Philadelphia, you don't have to worry about it: Thanks to local dessert maker Bsweet, there's a new kid on the peanut-butter-cup block. Sure, this one also comes in orange-and-brown packaging, but that's where the similarities end.

During the day, Karae M. Freels is a graphic designer and assistant art director in Center City. By night, she enters baking mode and turns her kitchen into a sweet-stuff factory, cranking out those peanut-butter cups in addition to truffles and a variety of cookies. Founded in February 2006, Bsweet (the B stands for her fiancÃƒÂ©, Bryant) takes the term "handmade" quite literally.

"I even try to wear matching clothing," says Freels. True to her word, she is clad in an orange T-shirt as we chat by her farmers market table at Clark Park. "I thought it would be a good idea to gauge how the public would receive my desserts, so I started [this] small stand," Freels explains.

Since packaging is almost as important as product these days, being skilled at both the production and promotion end of the biz is a plus. Freels designed every aspect of the one-woman Bsweet brand herself, down to the labels and business cards. But then that's just framework for her self-developed products. Take Freels' aforementioned peanut-butter cups, which feature dark chocolate, peanut-butter mousse, honey and a generous studding of peanuts. Of all the ingredients, Freels finds that the mousse part earns the most attention from customers Ã¢â‚¬â€ no surprise, as she's the latest beneficiary of the secret family recipe that's been passed down over several generations.

Once the cups are done, they're individually wrapped in gold foil and chilled. If you've ever stowed your Reese's in the freezer, you know the deal Ã¢â‚¬â€ PB cups are best cold, and that's how Freels' creations are served. Too bad she can't eat them. In an ironic twist of the particularly cruel variety, Freels is allergic to peanuts. "It's not severe to the point where I can't be around them, so it's easy for me to work with them," she explains. "I'm also particular about my work surfaces being clean so the peanuts don't contaminate any of my other sweets." While she's never tried them herself, reactions from her husband, family and customers help her gauge her progress. Freels' kin help in other areas as well: Her sister, who works in marketing, assists by advertising Bsweet's product line.

"If I had to choose [one product] Ã¢â‚¬â€ even though the peanut-butter cups are my baby Ã¢â‚¬â€ my favorite [are] the cookies," Freel says. "One, because I can eat them. Two, because I can get creative with the icing. And three, there are so many shapes and sizes, it's easy to customize [orders]."

Of all the cookies, Freel says the sugar variety stands out the most. The simple recipe, which also features a touch of honey, is another hush-hush family tradition. The golden-hued cookies come in a cutesy cut-out shape Ã¢â‚¬â€ as if someone's taken a bite out of them. All of Freels' products are baked from scratch, and she uses no trans fats, preservatives or artificial ingredients.

Though Freels' products are currently only available at the farmers' market or by placing a large order, she's considering selling to local coffee shops and cafes Ã¢â‚¬â€ even to retail chains such as Sam's Club. "I'm going to be selling mini Bundt pound cakes and rum cakes, too," she adds. As of right now, Bsweet offers gift basket service and custom designs for parties and events; she's even baked themed cookies for football get-togethers and baby showers. If this doesn't suit your needs, hold on: She plans on making her treats available for purchase on her Web site in less than a month. And there's no wrong way to do that.

(k_white@citypaper.net)

Bsweet, Box 36613, Philadelphia, 267-978-1545, www.bsweettoday.com.