Founded in 1992, Sensible Edibles opened its oven doors to serve New Yorkers nutritious foods, handcrafted from only quality ingredients. Baked fresh daily in our Long Island City wholesale location, Sensible Edibles has delivered delicious, health-conscious, forward-thinking baked goods throughout New York City. Hand in hand with your favorite café, we love sharing in your happiness, health, and wellness.

wassem moarsi

Sensible Edibles’ earliest days were Wassem’s childhood. Growing up watching your father start a bakery would probably foster an appreciation for the craft in any kid, but being raised around fresh ideas and ingredients inspired a love for it. After years of helping out, the bakery’s passion for the mechanics of life became his own. While continuing to work part time, Wassem earned his Bachelor’s degree in Biology with a minor in Chemistry from Manhattan College and moved onto get his Master’s in Biology from Queens College. Freshly equipped with an intimate knowledge of the science of life, Wassem returned to Sensible Edibles where he now personally oversees every aspect of the bakery.

our philosophy

no processed ingredients, no preservatives, no chemicals, no assembly lines.

We believe in simple food. We believe in ingredients you can recognize and pronounce that’s made by hand with love.

let’s respect our food again

Your grandmother made delicious things with simple ingredients. Let’s get back to that, food we love shared with people we care about. We believe great tasting good food should be the default, not a healthy option or an alternative. Even if it’s an indulgent sweet treat, there’s no reason not to use simple, natural ingredients.

question what you eat.

Ask what goes into your food. Ask us and ask everyone else too. We have nothing to hide and if everyone questions everything and everyone, we won’t be eating any more half-truths. Let’s demand more.

it should be easy for everyone to eat great food.

We believe great food should be in your neighborhood and wherever you go. That’s why we believe in wholesale distribution, you shouldn’t have to burn a hole in your shoes or wallet to find great tasting food that cares about you.

keep it simple.


We believe in community. We believe in happiness. We believe in health. We believe in sweets when you’re feeling good and when you’re feeling down. We believe in love. We believe hands are meant to be held and hold great things. We believe in simple. We believe in sensible.

We believe in us. We believe in you.

Let’s all do what we can and change the world together.


Few investments in life really matter and even fewer are entirely our own to make. Yet every single day we're faced with one of the most important decisions we make. Every time you eat, you have the opportunity to make the right choice and invest in yourself.

David Moarsi
Founder, Sensible Edibles

eat sensible


What is gluten? Why local? What is spelt flour? An educated customer is a powerful thing. Let’s cut through all the buzzwords and fads and understand what we’re eating.


Even though you won’t be able to try a bite on our website, learn about what we make and find us in your neighborhood!


Be the place that brings Sensible Edibles to your neighborhood (it’s a good feeling, trust us).