The Peanut Butter Bars My Kids (And I) Can't Stop Making

Jessica Seinfeld dishes on the crowd-pleasing recipe everyone loves and offers practical kitchen tips for college students.

by Jessica Seinfeld

“This recipe is really easy. My kids and lots of their friends have been making these bars and sending me photos of their success! I keep a batch in my freezer at all times.”

The founder, social entrepreneur, and cookbook author shared her favorite recipe with us, talked more about the genesis of her business, staying steadfast in the kitchen, and the way her Jewish identity shapes her internal dialogue—and external desire to help those around her.

The OCU Chronicle: What inspired you to write your first cookbook?

Jessica Seinfeld: My first child, Sascha, was a very picky eater — only white foods, no vegetables. It got to the point where I worried about her from a nutritional standpoint and also felt like I wasn't doing a good job as a mom. That’s when I started hiding vegetables in her food — sweet potatoes in quesadillas, cauliflower in mac & cheese. Not only did she eat them, but she loved them and asked for more. Many of my friends were going through similar situations with their own picky eaters so I shared my recipes. They were shocked at how well it worked, partly because kids were eating foods they already loved, only with added veggies (like the famous spinach brownies). One day I was talking to someone who was in the publishing industry who thought it was brilliant and encouraged me to turn it into a book.

OCUC: What was the process of turning your passion into a business?

JS: I love to problem solve. I naturally do it for myself and my family and then I look around and see how many other people are trying to figure out the same problems. That is how I ended up writing Deceptively Delicious, which became an instant hit thanks to being able to launch it on The Oprah Winfrey Show. To this day, I have people coming up to me to tell me, ‘Because of you, my kids learned to like vegetables.’

I’ve brought the same approach to my other cookbooks: for example, how can I continue to eat incredible desserts that don’t make me feel terrible the next day from a sugar hangover? The great thing is, when you solve a problem for people, they get really excited and help spread the word. I’ve been able to continue doing what I love by finding and solving problems in the zeitgeist.

OCUC: A lot of college students are learning to cook for the first time. What’s one beginner-friendly tip you swear by?

JS: The most important thing is to set yourself up for success. That means getting organized: make sure you have a cutting board and knife you like, set out your ingredients, and read through the recipe – maybe twice. If you are disciplined in the way you approach cooking, you won’t have as many sudden surprises and frustrations. And, if you do make a mistake it’s all about how you market it. One of my favorite recipes came about when I was making some pasta, cheese, and butter and the phone rang. I forgot about the pan and it turned into fried pasta – it’s one of my kids’ favorite meals to this day.

OCUC: When limited with time, how do you stay creative in the kitchen?

JS: I’m always limited on time and know many other people are as well. That’s why all my recipes are designed to give you delicious results with limited time and minimal dishes to wash.

OCUC: How do you integrate your Jewish identity into your work?

JS: It’s core to everything I do. As a Jew, I am always in dialogue with God asking, ‘Why, what, and how?’ That’s also my mantra as a problem solver. As a young parent, I saw a need to help other families with fewer resources which is what led me to start Baby Buggy, now the Good+Foundation. It came directly out of my constant drive to identify the problems and figure out how I can be part of the solution.

Please note: The views, thoughts, and opinions expressed herein are solely those of the author and do not necessarily reflect the official policy, position, thoughts, or opinions of Our CampUs United (“OCU”), its affiliates, or any other individuals or entities associated with OCU.