Kee did over 100 recipe trials before arriving at the right one. Her cookies have since become massively popular and she regularly sells thousands of cookies a week. — KRYSTLE KEE A few months ago, I realised my Instagram feed was being surreptitiously filled with a series of hedonistic, sinfully decadent images and videos of ... cookies. Very often, these visual stimuli depicted huge, chunky New York-style cookies broken apart to reveal thick streams of chocolate/marshmallow/peanut butter oozing out of tender, doughy cores. This powerful virtual sensory experience was so masterful; it was enough to propel an instant purchase (I certainly fell for it hook, line and sinker).