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Smart Ideas 02/05

Celebrity-shaped cookies and in-home teachers

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This story appears in the February 2005 issue of Entrepreneur. Subscribe »

Eat Your Heart Out

What: Vanilla cookies shaped like celebrity caricatures

Who: Chuck DiRocco of Chuck D's LLC

Where: Chevy Chase, Maryland

When: started in 2003

When former investment analyst Chuck DiRocco noticed that cookies were missing from the wide variety of snacks sold in video stores and at theater concessions, he started searching for a way to link cookies to Hollywood. Then the idea hit him: Create cookies in the form of popular movie stars, such as Renée Zellweger and Jack Nicholson. One cup of flour, two cups of sugar and three eggs later, the first cast of LikeUms was formed.

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