The story of Cookies United is a nostalgic tale of humble beginnings, relentless innovation, and the enduring power of family and community. It’s a journey that begins in the heart of the Bronx and rises to become a beloved name in the world of baked goods.

A Dream Begins in the Bronx (1965–1974)

In 1965, with just a $400 loan from his mother, Rocco Vitarelli Sr. opened a small bakery in a neighborhood storefront in the Bronx. It was more than just a business—it was a labor of love, where recipes were crafted with care and customers were treated like family. As the aroma of freshly baked items filled the streets, word spread quickly, and by 1967, the bakery had outgrown its original home. Moving to Baldwin, New York, on the scenic shores of Silver Lake, the bakery was reborn as The Silver Lake Bakery. Here, tradition met artistry and, by 1974, Silver Lake’s team of European-born bakers perfected their signature Italian Rainbow cookie—a vibrant creation that would become a hallmark of their offerings. This period marked an exponential expansion in their cookie repertoire, laying the foundation for what was to come.

Building an Empire of Sweetness (1978–1986)

In 1978, Silver Lake acquired Continental Cookies, adding even more classic Italian confections to their growing portfolio. The company’s dedication to quality and innovation earned it a loyal following. To meet increasing demand, Silver Lake constructed a sprawling 140,000-square-foot state-of-the-art bakery in Islip, Long Island, in 1986. This modern facility became the heart of their operations and allowed them to dream even bigger.

A New Chapter: Cookies United is Born (2009–2014)

In 2009, Silver Lake expanded its horizons by acquiring Color a Cookie—a whimsical brand specializing in decorated character cookies and gingerbread kits. But the most transformative moment came in 2014 when United Baking—founded by Louis Avignone and Wally “Famous” Amos—acquired Silver Lake Bakery. From this union emerged Cookies United, blending decades of tradition with cutting-edge innovation.

The CakeBites Revolution (2016–2022)

Cookies United’s crowning achievement came in 2016 with the launch of CakeBites, bite-sized indulgences that packed all the flavor of full-sized cakes into convenient grab-and-go treats. Our Classic Italian Rainbow became an instant hit, sparking the creation of over 20 varieties sold across North America. In response to skyrocketing demand, Cookies United invested in a one-of-a-kind automated baking line in 2019. In the following years, we introduced “Filled By CakeBites,” crispy cookies filled with rich creams, “Crumbles,” a hybrid between muffins and crumb cakes that redefined breakfast on-the-go, and, more recently, “Golden Grains,” a delicious better choice alternative packed with protein and fiber.

Present Day: A Sweet Legacy

Today, Cookies United is not just about cookies—it’s about moments. As one of the leading bakeries and largest manufacturers of gingerbread houses in the U.S., we pride ourselves on bringing families together during holidays and celebrations. Their passionate team works tirelessly to innovate while maintaining our commitment to premium quality and customer satisfaction.

Cookies United continues to prove that baking is both an art and a science – through it all, our mission remains simple: delivering smiles with every bite.

Whether it’s through nostalgic classics or exciting new creations, we invite everyone to join our journey—one cookie at a time!