'Nostalgic' new Grand Central shop giving away 200 freebies on opening day

A new shop at Birmingham's Grand Central which hopes to 'bring back childhood memories' will be giving away free cookies on its opening day. Sweet Joe's is launching in the vacant unit between Fuel Juice Bars and the entrance to Bullring Link Street this Friday, November 1.

The cookie store will be Birmingham-born Ammar Saleem's first shop since he set up his cookie dough business from his parents' garden shed in Bordesley Green ten years ago.

The entrepreneur, 39, now sells cookie dough to wholesalers, cash and carries and ice cream manufacturers nationwide, but his dream has always been to open a shop, serving his own New York-inspired recipe.

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Sweet Joe's main offering will be freshly-baked, six-ounce cookies and milk, which Ammar describes as the ultimate comfort food, and hopes will 'remind shoppers of their childhoods'. It will also serve cookie dough cups and basic coffee.

Ammar describes his cookie dough recipe, which he perfected after travelling to the US, as 'chunky, gooey, light and chocolate-filled' and 'completely different to the stuff we have in England'. Staple flavours will include milk chocolate, white chocolate, double chocolate and red velvet, but there will also be three guest flavours which alternate each week.

The opening will coincide with the start of Birmingham's famous Frankfurt Christmas Market, which opens at 11am on the same day. Market-goers can reach the Grand Central store in a few minutes' walk from New Street via The Ramp.

Sweet Joe's staff will be giving away one free cookie to each of the first 200 customers through the doors. The store opens at midday.