Is it too Sweet?

I hear this question often at markets. And while it’s a fair one, it opens the door to a much larger conversation.

Sweetness is personal. It depends on individual preference, but also on how we perceive sugar itself. Sugar is often framed as unhealthy—something indulgent, something that requires justification. We use terms like guilty pleasure to excuse the moments when we choose to enjoy it.

But perhaps we should look beyond sugar alone.

We rarely question the groceries we bring home or the snacks we feed our children. We don’t hesitate to grab a family-sized blue pack of cookies off the shelf. Yet when faced with a thoughtfully made dessert in a pastry shop, doubt creeps in. Why? Perception.

Ultra-processed food has become normalized—embedded in our daily routines and rarely viewed as harmful. A handcrafted dessert, on the other hand, is reserved for special occasions. And that makes sense. We’re not “supposed” to eat frosted cake every day. Yet somehow, stopping at a drive-thru for a banana muffin, a donut, and an iced latte feels completely acceptable. When did we decide that this was the lighter choice?

The answer is perception.
And marketing.

At their core, cookies are simple: sugar, butter, eggs, and flour. Nothing more. Nothing hidden. So when did we begin to accept cookies that were baked months ago? When shelf life became more valuable than freshness, and ingredients were added not to nourish, but to preserve appearances.

Am I trying to change the world with this reflection? No. This is simply a subject I care deeply about and one that shapes how I choose to live, cook and eat.

That belief is what led me to create Quel Cookies. Not as a trend, but as a statement. Baking is not guesswork; it is science and ingredient function understanding. And if you love sweets made with care, but hesitate to bake yourself, I’ll gladly bake for you. Thoughtfully, honestly and always fresh.

A cookie can be sweet without being careless.

The question isn’t sugar. It’s intention.