Robin Niewenhaus
frodo
“I honestly can’t remember how frodo began,” says Robin Niewenhuis, the heart behind Sweet Pea Cakery and frodo, her from-scratch frozen cookie dough line. That authenticity is exactly what sets both her products and her entrepreneurial journey apart. Long before frodo became part of the bakery, Robin had been freezing cookie dough in her own home. Growing up with three sisters and a hands-on mom, she learned early how to sew, bake, and tackle anything home related. Baking quickly became more than just a hobby; she excelled at it. Soon enough, Sweet Pea Cakery was born, specializing in custom cake orders.
But Robin knew there were gaps in the bakery market she could fill. She had always frozen cookie dough for her family, so she wondered: Why not turn this into a business? A customer on Facebook even suggested the name “frodo,” and with that, a new venture began. At first, existed only online and on Facebook. The support was so overwhelming that Robin quickly realized she needed to expand.
Still, stepping into grocery stores was a major leap. She worried about production demands, marketing, and whether frodo would sell at all. But she also knew she was hardworking and willing to figure it out. There were so many unexpected details, waterproof labeling, freezer-friendly packaging, and more. Bit by bit, she learned them all.
Today, the basement of their home is where the magic happens. Their bakery is state inspected, something she notes is rare among home-based bakeries. Wendell, her husband and business partner, was instrumental in building out the space. Though he proudly calls himself the “scooper,” he also handles all the maintenance, drawing on decades of experience from his time at 3M.
When asked about her “why,” Robin doesn’t hesitate: she wants to leave a legacy for her kids. She wants frodo to become a household name. She loves building the business, watching it grow, setting goals, and seeing them come to life. And the numbers reflect that passion, since the start of this summer, customers have enjoyed over 20,000 scoops of frodo.
“Homemade cookies are the best,” she says. “You just can’t beat the nostalgia.” Grandkids running into the house, families gathering around warm cookies those small, perfect memories are at the heart of frodo. With her frozen dough, anyone can create those moments with ease.
The community has supported frodo from the very beginning. Customer feedback has shaped new flavors, like frosted sugar and oatmeal chocolate chip, because people asked for them. Now, frodo is available in all six Ken’s locations and Mike’s Jack & Jill in Webster. Most sales come through the grocery stores, though Facebook remains her strongest marketing tool as she works on expanding advertising efforts. The toughest part, she says, is simply getting people to try the cookies - because once they do, they love them.
As for what’s ahead, Wendell says he’s happy with where frodo is right now, while Robin dreams of expanding across all of South Dakota. Her hope is simple and bold, that someday, “Let’s pick up some frodo” becomes a familiar phrase in every home.
