About Lilou's

At Lilou's, our story starts in the sun-drenched markets of Morocco, where founder Jalil first fell in love with Amlou. Growing up, it was more than a snack—it was a daily ritual, a blend of roasted almonds, floral honey, and the rare, nutrient-rich argan oil that made every meal feel special. The flavors were bold yet balanced, earthy and sweet, with that unmistakable depth from ingredients passed down through generations.

When Jalil came to the U.S. for college, he searched the aisles for something similar, only to find generic almond butters that fell flat—lacking the warmth and complexity he craved. Disappointed but determined, he relied on care packages from his family back home, jars shipped across the ocean to keep that connection alive. Over time, those shipments sparked an idea: Why not recreate it himself? In his Austin kitchen, Jalil began experimenting, honoring the traditional recipe while adding subtle refinements—fresher roasts, purer honey—to make it his own.

The breakthrough came when he shared it with loved ones. Family visiting from Morocco declared it the best Amlou they'd ever tasted! Friends couldn't get enough, incorporating it into their routines: a dollop on morning toast for a sustained energy boost, mixed into granola, or swirled over fruit for a simple dessert. Jalil made it a habit too, appreciating how it fueled his days without the crash of sugary alternatives.

Then there was Millet, Jalil's best friend and fellow Austinite. A lifelong peanut butter enthusiast, he dropped by one afternoon and tried a sample. His eyes lit up—this wasn't just another spread; it was layered, luxurious, with argan oil's subtle nuttiness elevating it to something extraordinary. They talked late into the night about its potential: not only was it irresistibly good, but it was healthier than most options on shelves. Argan oil, often called "liquid gold," is a superfood powerhouse—loaded with vitamin E, antioxidants, and essential fatty acids that support skin health, reduce inflammation, and promote overall wellness. In a market flooded with ultra-processed foods, Amlou stood out as clean, natural, and aligned with a balanced life.

Convinced the world needed this, Jalil and Millet decided to go for it. They launched Lilou's at the Austin farmers market in October of 2025, setting up a modest booth with fresh jars. The response was electric—shoppers sampled it, bought on the spot, and returned the next week for more. Strangers became fans, sharing how it transformed their breakfasts or snacks. That organic buzz confirmed they were onto something real.

Lilou's is named after Jalil's childhood nickname, a nod to the time he first fell in love with amlou all those years ago. Today, we're bridging Moroccan tradition with American innovation, sourcing premium ingredients ethically and crafting small-batch spreads in Austin.

Our mission is straightforward: to make wholesome, flavorful foods that enhance everyday life. We're committed to sustainability, partnering with Moroccan farmers for fair-trade argan, and keeping our products free from additives, gluten-free, and full of real nourishment.

As we grow, we're excited to introduce America to Amlou's versatility and benefits. Whether you're seeking a healthier alternative to nut butters or a taste of global heritage, Lilou's is here to deliver. Join us in this journey—one jar at a time.