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The basics:

• Bang Cookies names Mike “The Situation” Sorrentino as co-owner
• Brand plans expansion into new markets and franchise locations
• New product lines include cold brew, coffee and brownies
• Sorrentino’s role aims to boost national awareness and sales

Organic cookie company Bang Cookies officially has a “Situation.”

In a May 2 press release, the Jersey City-based concept welcomed “Jersey Shore” star Mike “The Situation” Sorrentino as its new co-owner, describing him as a “natural fit” for the brand.

George Kuan founded Bang Cookies in 2016. The brand is popular for its giant, stuffed soft-baked cookies made with all-natural and organic ingredients.

After getting its start at farmers markets, the venture quickly expanded into brick and mortar, as well as e-commerce. The franchise now has outposts in Ocean Township, Jersey City, Edison, Newark and East Rutherford. Outside of New Jersey, Bang Cookies has stores in Brooklyn, N.Y., and King of Prussia, Pa.

Kuan said, “We’re super excited to have Mike on board with us. It’s really something we’ve been looking forward to finalizing and we’re looking to really leverage all of our resources to help grow the company … We’re all very health conscious and real passionate about food, so that’s what made sense.”

Sorrentino is the second celebrity to get involved with Bang Cookies. Food influencer and comedian Corey Bonalewicz, aka Corey B, is also a co-owner.

Star power

Kuan said, “With Mike, he really hits on a different demographic than Corey and I think that’s going to add a lot of brand awareness and value to the company, specifically with the different age demographics, with the following on ‘Jersey Shore’ and all his projects that he’s involved.

“Corey has a huge presence in social media, especially on TikTok, Instagram and Facebook,” he continued. “And, then there’s a whole different demographic out there that follows Mike Sorrentino and his demographic really is one of the major consumers of our products. So, it would help bring a lot of brand awareness on a national level.”

He went on to say how valuable that star power will be as Bang Cookies seeks to add more franchise and corporate locations. According to Kuan, stores are coming soon to Princeton, Oklahoma City and – possibly – Las Vegas.

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The brand is also launching new products. Upcoming debuts include a line of cold brews, hot coffee and iced coffee. Bang Cookies is also looking to expand to offer a few other high-quality, affordable sweets, such as brownies, he said.

“With all the new aspects of how we’re going to grow and maneuver the company over the next two to three years to have someone that’s going to have such a great reach will help bolster the sales, too,” he said.

For Bang Cookies co-owner Mike Smilo, it isn’t the first time he’s worked with Sorrentino. The two are currently gearing up to launch The Archangels Center. The treatment center brand will offer addiction and mental health support in Central Jersey.

‘It just makes sense’

Smilo said, “Corey B is a friend of mine and he’s helped further push the limits on our social media platforms and e-commerce channels. So, I’ve always seen the value of social media and marketing via those networks. So, I’m obviously involved with Mike on the Archangel venture and we have other things that we’re currently working on as well … By combining on both channels, we’ll be attracting a different demographic.”

He went on to say, “And Mike himself is a big foodie on ‘Jersey Shore.’ He loves cookies, he loves food. So, it just makes sense. I’ve been letting Mike try these cookies for the past year. Every time we’re out, I’d give him a cookie. And even though he’s into healthy eating, he loves these cookies. It’s the healthy-eating dessert alternative.”

Sorrentino will also likely collaborate on a few menu items, Smilo said.

“We’ll be announcing pretty soon a couple of really cool cookie flavors, compliment of The Situation. He’s crafted a flavor that a lot of his audience loves,” Smilo said.

Bang Cookies is also known for its ongoing support of school fundraisers and educational initiatives, a mission that resonated with Sorrentino, a father of three.

Commenting on his new role, the MTV reality show star said, “I’m proud to be joining the Bang Cookies team. Their focus on clean, delicious products and meaningful community impact, especially in supporting education and the next generation of leaders, really aligns with my values. My kids are just as excited for a business venture they can eat and enjoy!”

Besides boosting in-store and e-commerce sales, Smilo said Sorrentino’s involvement “is going to give access for us to do fundraisers with schools across the country.”

Let’s bro

In addition to serving as one of Kuan’s original consultants for Bang Cookies, Smilo opened the concept’s first store in Ocean Township last year. Additionally, he expects to add several more in the near future.

He’s also the founder of Smilo Group. The Red Bank investment company focuses on lifestyle, music, entertainment, medical, aesthetics and hospitality brands.

According to Smilo, The Archangels Centers flagship in Tinton Falls will open this summer followed by locations in Woodbridge and East Windsor.

Inspired by Sorrentino’s personal journey from addiction to long-term recovery, the facility seeks to combine his passion for helping others with Ascend Behavioral Health Network’s clinical expertise.

The 42-year-old Manalapan native has been open about his past addiction and recovery. In December 2023, he published his memoir, “Reality Check: Making the Best of the Situation – How I Overcame Addiction, Loss and Prison.”

Bang Cookies and The Archangels Centers aren’t the only New Jersey-based venture Sorrentino has ties to.

Last year, he teamed up with Eatontown meal delivery service Eat Clean Bro to launch a line of chicken tenders and French fries. Founded in 2013 by Sorrentino’s friend, Jaime Giovinazzo, the service serves meals free of processed food, chemicals and preservatives, and made with all natural ingredients, right to customers’ doorsteps.