Sweet As El

We’re Ellen & Jamie, a husband and wife team in Ballarat who live for cookies & dessert.

You’ll find us at markets, catering sweet events & baking for our incredible local wholesale stockists. ✨

08/09/2026

I’m already SO EXCITED for this weekend… and it’s only TUESDAY! 🤩

Here’s why! 👇🏻

1. The weather is looking STUNNING! ☀️🤌🏻

2. We’re back at the BALLARAT FARMERS MARKET AT THE LAKE this Saturday! 🤩☀️🍦

Andddd…

3. We’ve got TWO DESSERT NIGHTS 😱🔥

🍪 FRIDAY NIGHT - Total Tools Ballarat
🍦 SATURDAY NIGHT - a BRAND NEW LOCATION, alongside another amazing local food trailer 👀🔥

And we think you’re going to LOVE this one. All the details will be revealed tomorrow evening!!🤌🏻

Any guesses where we’re heading Saturday night… and who we’re setting up with? 🧐

06/09/2026

And that’s a wrap on Father’s Day 2026! 🍪🤍

A massive thank you to everyone who ordered, interacted with our posts or simply chose Sweet As El to be part of your Father’s Day this year!

You guys kept us very busy and I’m so incredibly grateful for every bit of support we've received. It was one of our biggest Father’s Days to date (it was literally insane). 🥹🫶🏻

And of course, a massive Happy Father’s Day to all the Dads, Stepdads, Grandads, Father Figures and those who have stepped up to fill that special role. 🤍

We also know today can be a tough one for many. Jamie and I both grew up without our Dads, so we know firsthand that days like today can bring up all sorts of feelings and our thoughts are with anyone having a tough day today.

To those missing someone special, wishing things were a little different or simply finding today harder than usual, our thoughts are with you too. 🫶🏻

However today looked for you, I hope there was a little sweetness in it. 🍪🤍

Thank you for another amazing Father’s Day! 🫶🏻

El & Jamie x

05/09/2026

SATURDAY UPDATE 📢

Good morning everyone, Happy Saturday!!

Just a little update from us for today. I've woken up feeling pretty ordinary this morning and with the thunderstorms expected later on as well, we’ve decided it’s probably best to give the trailer a miss tonight and rest up instead.

We’re really sorry to anyone who was planning on coming down to see us tonight, especially with Father’s Day tomorrow.

BUT, we did promise you some last minute Father’s Day cookies and I've already prepped heaps for the trailer, SO we’re still going to make sure you can get your hands on them today! 🤩🍪

We have the following flavours available TODAY:

• Lemon Slice
• Caramilk & Biscoff
• M&M
• Malteser
• Kinder
• Lava
• Choc Chunk
• White Chocolate & Pistachio
• Snickers
• Toblerone

Limited amounts of each flavour are available until sold out (we'll update our page as they go).

6 cookies for $40

• Pick up or delivery between 4pm - 6pm
• Delivery is $7
• DM us to order

So if you still need to grab something for Dad tomorrow (or just want to stock up for yourself), we’ve got you covered!

Thanks so much for understanding and as always, for supporting us! 🤍

El & Jamie 🫶🏻

04/09/2026

LAST CALL FOR FATHER’S DAY ORDERS! 😱

You guys have officially filled ALL of our Friday spaces - thank you so much!! 🥹🫶🏻

We now have VERY limited availability left for Saturday, so if you’ve been meaning to order… now’s the time to do it! 🍪

⏰ Online orders close 12PM TODAY (unless sold out prior).

🔗 Direct link to order is in our bio + Stories!

And if you miss out, don't worry!! Our dessert trailer will be out tomorrow night at Total Tools Ballarat with all your favourites, as well as our Father’s Day flavours too!

More Saturday dessert details coming this afternoon!

El x

📸 Snickers Cookie - available in our Fathers Day boxes 😮‍💨🤌🏻

03/09/2026

OUR FATHER’S DAY ORDERS ARE OFFICIALLY OPEN! 🤩🎉

Left Dad’s present until the last minute? Don’t worry we've got you covered! 😎

Our TOP TIER DAD BOX is back for Father’s Day - six freshly baked cookies (including some limited edition flavours this year), boxed up and ready to make Dad’s day a whole lot sweeter this Sunday! 💙

ORRRR… if Dad knows what he likes (or is allergic to nuts) you can BUILD YOUR OWN BOX OF 6 and fill it with his favourite flavours instead! 🙌🏻🍪

And yes, our $10 Lava Bites are also available too because we KNOW how much the Dads love those bad boys. 😮‍💨🔥

🚗 Local delivery available (Friday & Saturday)
🛍️ Click & Collect available (Friday & Saturday)

But don’t leave it too late…

⏰ ORDERS CLOSE 12PM FRIDAY OR ONCE SOLD OUT!

We have limited baking spots available this year, so once they’re gone, they’re gone!

Want the direct link to order?

Comment “DAD” below and I’ll send it straight to you! 👇🏻💙

Keeping it a surprise? DM me “DAD” instead and I’ll sneak you the direct link. 🤫

El x

02/09/2026

Okay late night Sweet As El followers... I’m back with the answers from last night’s challenge!! 😎

Last night I showed you all FOUR cookie dough balls and asked you to guess the flavours just from the dough and so many of you had a red hot crack (thank you so much for joining in on the fun - I loved reading your answers)! 🤩

Well, here they are all baked up! 🙌🏻🍪

And the answers were…

1. White Chocolate & Pistachio 💚
2. Toblerone 🍫
3. Choc Chunk 🍪
4. Snickers 🥜

HOW MANY DID YOU GET RIGHT?! 🤩👇🏻

And more importantly… which one would you be reaching for first?! 😮‍💨🍪

01/09/2026

Okay late night Sweet As El followers… let’s play a little game! 👀

Here I have...FOUR cookie dough balls!
FOUR different flavours (out of 6 flavours) and they’re all making their way into our Father’s Day boxes this weekend! 🤩

But before I show you the baked versions…

Can you guess the flavours just from the dough? 🧐

1. ---
2. ---
3. ---
4. ---

Our Father’s Day boxes will be available to order as a set box OR you can choose your own flavours (because surely Dad deserves his favourites) from tomorrow evening! 🤌🏻

Freshly baked to order, heat sealed for freshness and ready to make Father’s Day a whole lot sweeter. 🍪

Drop your guesses below 👇🏻

I’ll be back tomorrow with all the answers (and the baked versions of course 😎)

---

31/08/2026

Well that is a wrap on Winter! ❄️
..and somehow we managed to fit A LOT into one season!! 😂

We celebrated FIVE YEARS of Sweet as El by officially opening our dessert trailer on the same day, which still feels pretty special and still a little surreal. That's literally half a decade of giving this business an actual crack...what the heck haha

Since then we have taken the trailer out and about, welcomed new staff, attended a heap of markets, kept our amazing stockists full of cookies, met so many new faces and I even did my first ever live (IYKYK 😂). If you know me, you know that one deserves its own mention!

There have been some great wins, plenty of mistakes, lots of tears, SO much learning and a few moments where I genuinely wondered if I was cut out for all of this. 🙃

But I have also grown so much personally through all of it. I have pushed myself outside my comfort zone, backed myself a little more and learnt that I am capable of a lot more than I sometimes give myself credit for.

One of the biggest highlights for me has honestly been the people.

I have been working more and more in the trailer, which means you have been seeing a lot more of my face, but it has also given me the chance to actually meet and chat with so many of you.

Familiar faces who have supported us for years, people I have spoken to online but never met in person and so many completely new faces finding Sweet as El for the first time. That alone has been pretty incredible.

Whether you have visited after a long day, celebrated something special with us, grabbed cookies from one of our stockists, stopped for a chat or sent someone else on the dessert run - thank you for being here for all of it.

Five years ago we started from absolutely nothing. Now we have this incredible community around us, an amazing team, our trailer on the road and so much excitement for what we are building next. I am incredibly proud, but even more grateful. 🫶🏻

Winter 2026, you were challenging, exciting, freezing, fun and definitely one we will remember.

Now bring on Spring!! The beautiful weather, longer days, beautiful flowers and plenty more adventures! We cannot wait!

El & Jamie x

30/08/2026

It's Sunday and it's a beautiful SUNNY DAY, so I thought I'd spread a little love and give a little shoutout to some of our newest followers! 🫶🏻☀️

We absolutely love seeing new faces pop up in our community and we honestly wouldn't be here without you all. Whether you’re one of our beautiful customers, a Ballarat local, a fellow small business supporter from near or far, or you’re simply here to follow our journey - welcome to our page! 🤩👋🏻

Thank you for following along and showing an interest in our family owned business. We’re so glad you’re here! 🫶🏻

Gabby Kennedy • Nicole Gore • Jeremy Browne
Liv Walhouse • Jessica Eastwell • Lyn Sage
Sue Matthews • Imogen Lloyd • Nicole Louise
Tyrepower Ballarat

Here’s to this beautiful sunshine, new faces and another sweet week ahead! 🤍

El x

Address

Ballarat, VIC
3350

Website

https://www.sweetasel.com.au/, https://www.instagram.com/sweetaselau/, https://www.tiktok.com/@sweetaselau

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