Silly Goose is quickly becoming one of the top contenders for the best cookies in Dubai. We sat down with Sid Jayakrishnan, an architect-turned-cookie-maker and the brand’s founder, to find out more about the growing fanbase that’s hooked on his delicious creations.
How does storytelling shape your flavor choices?
Every Silly Goose cookie tells a unique story, and truthfully, that emotional connection is always our favorite part. Each flavor is inspired by someone close to us — friends, family or customers — based on memories they cherish and love. Sometimes, it’s linked to a nostalgic snack from childhood or perhaps a canteen classic they adored during their school years. Other times, it’s connected to something unexpected, like a favorite artist, a movie or even a beloved travel destination. As a result, every flavor feels deeply personal to them, and equally, the quirky and thoughtful naming follows that same spirit.
Do you ever draw on regional or UAE-specific flavors when creating new cookies?
Not in the traditional sense, since our inspiration does not rely on regional clichés but on real people and favorite flavors. Instead, we create cookies that are based on personal memories, heartfelt stories and very specific cravings shared with us over time. For instance, the NoNo Darling cookie is named after my wife Noémie because NoNo is her affectionate and playful nickname. She was our first taste tester and to this day she still decides when each cookie’s flavor is perfectly balanced. Still, we do not deliberately design UAE-themed cookies, but local influence naturally comes through the people we meet every day. Their stories shape our ideas. As a result, our cookies Butter Me Up and Bonne Bouche were named by an Emirati friend.
What’s the one ingredient you believe makes the biggest difference in a cookie?
It is not just about the ingredient, because the real difference lies entirely in the method and how you use it. From browning the butter correctly to checking its temperature before mixing with sugar, every detail makes a noticeable difference. Then comes the timing of adding eggs and ensuring the dough is never over mixed to preserve the final texture. Even how long you rest the dough plays a huge role in developing deep flavor and achieving the right consistency. Every single step influences the outcome which is why we spent months adjusting ratios, baking times and cooling techniques. Of course, the ingredients matter too. But, ultimately, the real magic lives in the process and how it is executed. That is exactly where the flavor develops and where all the texture, richness and depth come alive in every cookie.
French butter seems to be a signature ingredient. Why did you choose it?
French butter contains less water and has a higher fat content, which results in greater richness and improved texture. When it browns, the milk solids caramelize, creating a delightful nutty, toasty flavor that defines our cookies’ signature depth and personality. Interestingly, we spent several days taste-testing various raw butters, sampling nothing but spoonfuls, to find the perfect one.
Is there a dream cookie you haven’t cracked yet?
We’re working on a bourbon banana cookie with dark chocolate and walnuts. Although it’s still a work in progress, we don’t believe in “impossible cookies” at Silly Goose. Instead, we focus on cookies that take a little more time to perfect and refine. As part of our ongoing experimentation with new flavors and concepts, we’re excited to launch our flavor of the month starting this June. Each month, we’ll introduce a limited-edition, one-time cookie designed for the curious and cookie-obsessed individual. I won’t reveal too much, but here’s a clue: think black and white nostalgia!
