Luv’s Brownies Celebrates 30 Years: From a College Kitchen to Super Bowl LX

From Heart-Shaped Brownies to the Big Game: Luv’s Brownies Marks 30 Years of Grit and Growth

Thirty years ago, a bold idea — and a recipe mistake — sparked what would become one of the Bay Area’s most beloved dessert brands. Today, Luv’s Brownies®, home of the Original Heart-Shaped Brownie®, is celebrating its 30th anniversary with its biggest year yet.

From being named an approved supplier for Super Bowl LX to expanding into Alameda County and launching the fifth annual Grit Scholarship, 2026 marks a powerful milestone for our company and community.

Approved NFL Super Bowl LX Supplier

In a major business achievement, Luv’s Brownies has been selected as an approved local supplier through the NFL’s Super Bowl LX Source Program, positioning the company to compete for Super Bowl–related contracts as the Bay Area prepares to host one of the world’s biggest sporting events.

For a hometown brand founded in San Jose, the opportunity to participate in Super Bowl week is more than business — it’s personal. It represents decades of resilience, creativity, and commitment to excellence.

As Founder and CEO Andrea (pronounced Aundrea) Lacy shares:

“Celebrating 30 years of Luv’s Brownies — while marking five years of our Grit Scholarship and being recognized by the NFL — is incredibly meaningful. This journey reflects perseverance, creativity, and the power of community. From launching a bold idea to being part of Super Bowl week in our hometown, this moment is about never giving up.”

Big Game Kickoff in Downtown San Jose

To commemorate this milestone, Luv’s Brownies will serve fans during a two-day Big Game Kickoff concert and block party in downtown San Jose leading into Super Bowl Sunday, plus a private event on game day.

The large-scale celebration will feature performances by two-time Grammy Award–winning R&B artist Kehlani and internationally acclaimed DJ and producer Dom Dolla, with festivities and street closures near San Jose City Hall.

Our food and dessert truck will be on site all weekend long, serving fresh-baked brownies to fans celebrating one of the biggest events in sports — right here in our hometown.

Expanding into Alameda County

Growth doesn’t stop at Santa Clara County. In 2026, Luv’s Brownies officially expanded into Alameda County, where our Luv’s Brownies Food Truck has quickly become a local favorite.

Through partnerships with the Fremont Chamber of Commerce and community events like Fremont Street Eats, we’ve built strong connections across the region.

As shared by the Fremont Chamber:

“The Luv’s Brownies Food Truck has expanded its business to Alameda County and has become a local favorite, appearing at community events in partnership with the Fremont Chamber of Commerce and Fremont Street Eats. We’re proud of the connection we’ve built between outstanding food trucks like Luv’s Brownies and the community that shows up to support our events.”

The Fifth Annual Grit Scholarship

While we celebrate business growth, our heart remains rooted in community impact.

Applications are now open for the 2026 Luv’s Brownies Grit Scholarship, recognizing students who demonstrate resilience, perseverance, and determination while pursuing higher education or vocational training.

Up to three scholarships of $500 each will be awarded.

Applications close at 10 p.m. PST on Wednesday, May 27, 2026.

Apply at:
👉 www.luvsbrownies.com/scholarship

Recognized for 30 Years of Creative Sweetness

As we celebrate this milestone year, we’re honored to be featured by KRON4 in their Live in the Bay segment highlighting our journey:

“Luv’s Brownies Delivers 30 Years of Creative Sweetness.”

Read more here:
👉 https://www.kron4.com/live-in-the-bay/luvs-brownies-delivers-30-years-of-creative-sweetness/

A Story Rooted in Grit

The Grit Scholarship reflects Andrea Lacy’s own journey. While attending San Jose State University, she worked three jobs to pay for school before discovering she had dyslexia — a learning difference that ultimately revealed her creative strength.

A recipe error caused by transposing ingredients led to the creation of Luv’s Brownies’ now-iconic heart-shaped brownie — proof that setbacks can spark innovation.

Grateful — This Month and Always

As Black History Month comes to a close and we prepare to welcome Women’s History Month, I find myself deeply reflective and grateful.

Building this company from a college kitchen to Super Bowl week recognition has been a journey rooted in faith, grit, and community. As a Black woman founder, I am profoundly thankful for every customer, partner, supporter, and student who believes in our mission and continues to be part of this story.

Your support has allowed us to grow, to give back, and to create opportunities for others through the Grit Scholarship.

Thirty years later, one thing remains true: this journey has always been about heart, perseverance, and community.

Here’s to honoring the past, celebrating the present, and building an even sweeter future together.

With heartfelt gratitude,

Andrea