Keebler expands, revamps Chips Deluxe cookies
The Ferrero brand is adding two flavors and reformulating the recipe of another item.
Keebler, a Ferrero brand, is expanding its Chips Deluxe cookie portfolio with two new varieties, Fudge Filled and Brownie, and a reformulated Chips & Chunks recipe, all now available at retailers nationwide. The Fudge Filled cookie is reportedly the first filled cookie with a crunchy base on the major market. The reformulated Chips & Chunks features 33% more total chocolate vs. the original recipe.
"Our cookie lovers don't settle for ordinary, and neither do we. The evolution of Chips Deluxe is a direct reflection of what consumers have been telling us they want: more chocolate, more indulgence, and more magic. Everything that makes every bite worth savoring," says Moyosola Akinkanju, senior brand manager at Ferrero.
Keebler's revamped includes Keebler Fudge Chunks and a higher percentage of total chocolate inclusions vs. the original Chips Deluxe recipe (33% more). The soft-baked cookie, according to the company, delivers a bigger, bolder chocolate experience with improved cookie texture and aroma that outpaces anything a standard chocolate chip cookie can offer. Reflecting feedback from consumers across the country, the reformulated recipe is also intended to deliver a refined sweetness balance that satisfies without overshadowing the star of the show: the chocolate. The result is said to be a cookie that looks as indulgent as it tastes, with more visible chips and chunks throughout every bite.
According to Keebler, the Chips Deluxe Fudge Filled is the first filled cookie with a crunchy base in the major market. Other filled cookies use a soft batch exterior; Fudge Filled has a crunchy chocolate chip cookie on the outside and soft fudge in the center. The company reports that nearly 9 in 10 rated it highly on chocolate flavor (89%) and fudge filling flavor (87%), with strong marks across sweetness (84%), and overall flavor (82%), as well, further reflecting the enthusiasm cookie and Keebler consumers have already shown for the newest addition to the lineup.
Rounding out the portfolio, Chips Deluxe Brownie is intended to add a rich, brownie-inspired experience to the Chips Deluxe lineup. The soft-baked, thick chocolate chip cookies feature cocoa and fudge chunks with the goal of providing a decadent, chocolatey experience in every bite.
"Consumers told us they wanted a richer, more indulgent chocolate chip cookie experience, and the full Chips Deluxe portfolio delivers exactly that. From more fudge chunks and improved texture to a first-of-its-kind fudge filling, we're giving fans more of what they love across every variety," adds Akinkanju.
The reformulated Chips Deluxe Chips & Chunks, Chips Deluxe Fudge Filled, and Chips Deluxe Brownie are available at retailers nationwide.
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