A Conversation with Lauren Levy & Devin Connell
Devin Connell and Lauren Levy are the entrepreneurial forces behind Odd Cookie Snacks —a bold new brand that’s shaking up the snack aisle with colour, creativity, and unapologetic fun. Both longtime tastemakers with deep roots in food, fashion, and branding, Devin and Lauren are known for creating experiences that spark joy and connection. With Odd Cookie, they’re bringing a fresh perspective to snacking—one that embraces flavour, comfort, and a little bit of rebellion. In this edition of our Comfort Series, the dynamic duo opens up about what inspired their latest venture, how they build comfort into their everyday lives, and why teaming up with This is J for a cozy, unexpected collaboration felt like the perfect fit.
We’re excited to bring you this Q&A with Odd Cookies Snacks!
Let’s start at the beginning—what inspired the two of you to create Odd Cookie Snacks?
Odd Cookie was born out of our shared love of snacks, storytelling, and doing things a little differently. We wanted to create a snack brand that didn’t just taste amazing, but had real ingredients (and real personality!) — playful, bold, and most importantly delicious. We felt there had been a lack of innovation in the cookie aisle - on the one hand you had yummy tasting products with poor ingredients and on the other end there were nutritional promises (low fat, high fibre, low sugar, high protein, etc…) but those were often void of taste (and got left in the lunchbox!). We really wanted to strip back the messaging - create something undeniably delicious and indulgent that was made from ingredients you could find in your pantry.
How did you know you’d make a great team as co-founders?
Honestly, we just clicked. We had mutual admiration for each other's work and experience, and from the first brainstorming session, we realized how well our strengths balanced each other. Devin brings deep operations and culinary expertise; Lauren brings the branding, storytelling, and community-building. We trust each other’s instincts and we’re both obsessed with the details — which helps when you’re building something from scratch.
What do you hope people feel or think the moment they first see (or taste!) Odd Cookies?
We want people to feel surprised in the best way — whether it’s the unexpected flavours, the bold packaging, or just the fact that something so nostalgic and simple can still feel fresh and new. We want every bite to feel like a small joy and every box to feel like a treat you actually want to share (or keep all to yourself — no judgment).
Comfort is central to This is J's brand. How do you find or create moments of comfort in your day-to-day lives?
Lauren: I find comfort in quiet rituals — morning coffee before the world wakes up, a long walk alone with a good podcast - (we have a busy house with 4 kids so I cherish these moments).
Devin: Cooking for my family, baking something without a plan - anything in the kitchen surrounded by the people love gives me the most comfort.
Devin Connell and Lauren Levy, founders of Odd Cookie Snack, nibbling on Odd Cookies while lounging in comfort in their Henley Harem Set PJs from their Odd Cookie x This is J collaboration.
What’s one “odd” or unconventional comfort you each can’t live without?
Lauren: I love organizing things and making lists — I have been doing it since I was little and it brings me so much joy!
Devin: I eat cereal for dinner more often than I should admit. It’s my ultimate lazy comfort meal!
Let’s talk pajamas—what makes the perfect pair for you?
Softness is key - it all about the fabrics. They have to be cozy but breathable (ahem peri-menopause!) — so our PJs need to feel like a second skin. Bonus points for fun patterns and a little personality.
What drew you to collaborate with This is J? Why did this partnership feel like a fit?
This is J just gets it. Their focus on comfort, quality, and personality totally aligns with what we’re building at Odd Cookie. Plus, they’re Canadian, woman-founded, and unapologetically themselves — just like us. It felt like a natural fit, like cookies and pajamas (which, let’s be honest, is the dream combo).
If you could describe the This is J x Odd Cookie collab in three words, what would they be?
Cute. Cozy. Craveable.
Lauren Levy and Devin Connell cozy and comfortable at home in their Bamboo Jammers.
How do you hope people feel when they snack on Odd Cookies while wearing their coziest PJs?
Like the best version of themselves — totally relaxed, a little indulgent, and completely content.
What’s one piece of advice you’d give to other women looking to start something of their own?
Trust your gut — even when it’s scary. You don’t have to know everything on day one. Surround yourself with people who support you, ask a million questions, and remember that done is better than perfect. Just get going - there is no “right time”
Pajamas and snacks go hand-in-hand, but what’s your ultimate comfort pairing?
Lauren: Odd Cookies + Oat Latte + binge watching Real Housewives (NY or Bev Hills) = heaven.
Devin: Odd Cookies + oversized hoodie + good book (or cookbook). No notes.
Odd Cookie just launched direct-to-consumer across Canada—congratulations! What does this milestone mean to you, and what are you most excited about as the brand grows?
Thank you! It’s a huge milestone. Launching DTC means we get to connect directly with the people who are loving our cookies all across Canada, which is the most rewarding part. We’re so excited to keep expanding the business and building this community - every review, email, story we get from customers is a win and we are truly so grateful for all the fans (big and small) of Odd Cookie.
The Odd Cookie x This is J PJ collab for women, men & kids.
What’s your favourite thing about the Odd Cookie x This is J Jammers and how do they make you feel when you wear them?
We love how joyful they are. The prints are fun, the fit is flattering but relaxed, and the material is ridiculously soft. When we wear them, we feel like the best version of ourselves and that’s what both of our brands are all about.
