Luv's Brownies Celebrates 30 Years, Named Approved NFL Super Bowl LX Supplier

Iconic Bay Area bakery also launches fifth annual Grit Scholarship and plans Big Game kickoff celebration in downtown San Jose

Published on Feb. 9, 2026

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Luv's Brownies, the iconic Bay Area bakery behind the Original Heart-Shaped Brownie, is celebrating its 30th anniversary with several major milestones. The company has been named an approved local supplier for NFL Super Bowl LX, positioning it to compete for Super Bowl-related contracts as the Bay Area hosts the global event. Luv's Brownies is also expanding into Alameda County, launching its fifth annual Grit Scholarship, and anchoring a two-day Big Game kickoff celebration in downtown San Jose.

Why it matters

Luv's Brownies' 30-year milestone and new business opportunities reflect the resilience and creativity of a local, mission-driven brand that has built a loyal following in the Bay Area. The company's Grit Scholarship and involvement in Super Bowl festivities also demonstrate its commitment to supporting the community and celebrating perseverance in the face of adversity.

The details

As part of its 30th anniversary, Luv's Brownies has been selected as an approved local supplier through the NFL's Super Bowl LX Source Program. This will allow the company to compete for Super Bowl-related contracts as the Bay Area hosts the global event. Luv's Brownies is also expanding its presence into Alameda County, where its food truck has become a popular fixture at regional events. To mark its milestone, the company is launching the fifth annual Luv's Brownies Grit Scholarship, offering up to three $500 scholarships to students who have demonstrated resilience and determination in overcoming adversity. Luv's Brownies will also anchor a two-day Big Game kickoff celebration in downtown San Jose, featuring live music and the company's food and dessert truck.

  • Luv's Brownies was founded in 1996.
  • Applications for the 2026 Luv's Brownies Grit Scholarship are open until 10 p.m. PST on Wednesday, May 27, 2026.
  • The two-day Big Game kickoff celebration in downtown San Jose will take place on the Friday and Saturday leading into Super Bowl Sunday in 2026.

The players

Luv's Brownies

An iconic Bay Area bakery known for its Original Heart-Shaped Brownie.

Andrea (Aundrea) Lacy

Founder and CEO of Luv's Brownies.

Napoleon Batalao

Director of Digital Communications for the Fremont Chamber of Commerce.

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What they’re saying

“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.”

— Napoleon Batalao, Director of Digital Communications, Fremont Chamber of Commerce (EINPresswire.com)

“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.”

— Andrea (Aundrea) Lacy, Founder and CEO, Luv's Brownies (EINPresswire.com)

What’s next

Applications for the 2026 Luv's Brownies Grit Scholarship close at 10 p.m. PST on Wednesday, May 27, 2026. The two-day Big Game kickoff celebration in downtown San Jose will take place on the Friday and Saturday leading into Super Bowl Sunday in 2026.

The takeaway

Luv's Brownies' 30-year milestone, new business opportunities, and community-focused initiatives demonstrate the power of perseverance, creativity, and local pride. The company's story reflects how a mission-driven, independent brand can thrive and give back, even in the face of challenges.