How Abi Caswell created her constantly-viral cookies

Catch up quick: Caswell is the founder of Batter, a Hammond-born bakery that since December includes a CBD outpost on Baronne Street.

• She started as a home baker, selling cakes locally on the North Shore and using social media to hawk the goods.
• But as her cakes grew in popularity so did the requests for cookies.

Eventually, Caswell cracked, and she experimented with a chocolate chip cookie that catapulted her reputation.

• "We were selling out at farmers markets every single time within 30 minutes," she tells Axios New Orleans. "I was making 500 cookies out of my house — the most I could make in a day — and after that happened three or four [times], it was like, OK, we need to open a store."

Dig in: The secret to her constantly-popular cookie, Caswell says, is a dedication to real butter and its unique shape.

• "Our cookies are tall and mounded to give you the texture of cookie dough, which is my favorite type of cookie to eat," she laughs. "I like eating cookie dough out of the fridge."

The intrigue: Caswell has documented her bakery's growth on social media, creating day-in-the-life style content on TikTok that kept going viral.

• But ultimately, she says, "what has put us more on the map on social is I'm an honest person. I say everything: the good, the bad, the ugly. And the internet is really interested in the ugly."