When ball players want to move up in the system, they must showcase talent, raw skill and determination to be the best of the best at all times. When players in the cookie aisle aim to move up in the ranks, they must produce products that offer portion control, indulgence and a fabulous taste.
Thankfully, many of today’s cookie manufacturers have what it takes to throw the heat and garner some major league points.
“The key to finding a winning product or team of products is finding your niche and sticking to it,” says Nicole Nordensved, managing partner for Lark Fine Foods.
That’s why the Essex, Mass., company introduced Lady Birds, which are 100%-whole wheat oat cookies made with dried cranberries and bittersweet chocolate. Introduced in March, they’re a nod to a healthy cookie, Nordensved says. “While they’re not fruit-sweetened or fat-free, they are 100% natural and 100% whole grain,” she adds.
Lark Foods also debuted a new holiday cookie—Snowballs—otherwise known as Mexican cookies or Russian teacakes, which are round, nutty and buttery, and are rolled in confectioner’s sugar. “While sales slowed after the holidays, the market remained. We’re still making them and will soon transition from a larger gift box to a smaller box, comparable with our other cookies. These cookies fall squarely in the unapologetically decadent category,” Nordensved adds.
Aside from its seasonal and better-for-you cookie items, the Cookies for Grown-Ups line is geared toward—you guessed it—the grown-up fans in the stands. Meanwhile, the Salted Rosemary Shortbread option is deemed the most valuable player among the eight-variety lineup. “It’s our best-seller and really portrays what we’re about. It’s savory and sophisticated, 100% natural and 100% delicious,” Nordensved notes.
The folks at Lark Foods also upped the ante on their packaging initiatives to help provide a five-tool player.
“Our target audience is sophisticated, educated shoppers, and we needed packaging that would appeal to them and portray a sense of whimsy,” Nordensved adds. “We also needed to better protect our product in shipping.” That’s why Lark’s host of cookies comes in a new paperboard wrap within a polypropylene bag. “We used as little material as possible without exposing the cookies to breakage in-transit or to air spoilage,” she notes.
Isabella’s Cookie Co., on the other hand, created a new cookie-eating occasion by developing bite-sized cookies that incorporate flavors associated with meals other than dessert, says Chris Noviello, chief cookie officer. For instance, the Muffy is a blueberry muffin cookie designed for breakfast or as a midday snack, he adds. “As consumers gain access to new tastes and ingredients, their tastes mature,” Noviello notes. “Consumers in our category are appreciating more exciting flavor combinations, such as white chocolate, blueberries, chocolate-covered blueberries and chipotle and cayenne infused into chunks of chocolate.”
For its part, Pepperidge Farm, Inc., Norwalk, Conn., introduced Strawberry Milano cookies, which make for a home-run-hitting summertime indulgence. The baked goods provider also launched “Milano Moments,” an online movement where Milano fans can visit the brand’s Facebook page and share favorite moments and memories involving Milano cookies.
Likewise, companies such as Ellison Bakery, Inc. continue a trend toward healthy and/or portion control in branded products, according to MJ Sparks, director of sales and marketing. “Just like a successful team, your product portfolio has to work together to support your brand,” he says. “It’s important that your products and varieties are all focused on the brand image. That’s important particularly in this hyper-competitive market.”
As a result, the Fort Wayne, Ind.-based cookie producer is developing a line of “health”-oriented cookies, set to hit store shelves later this year. “We will be introducing two separate bag lines (one large, one snack-size) with a ‘bite-size’ product. The target is the on-the-go consumer,” Sparks adds.