Company: Simple Mills

Introduced: March 2018

Distribution: National

Suggested Retail Price: $4.99

Product Snapshot: Here's a first: a 100 percent-clean cookie that matches the comfort-food taste and fresh-from-the-oven chewiness of the ones your mother used to make with NO gluten, grain, gums, emulsifiers or extreme sugar levels. It's Simple Mills Soft-Baked Cookies (MSRP $4.99), the latest addition to a clean-label portfolio that also includes crunchy cookies (the #2 best-selling in the natural channel) as well as the #1 bestselling natural baking mixes and natural crackers.

Available in Chocolate Chip, Snickerdoodle, Peanut Butter and Dark Chocolate Toasted Coconut varieties, Simple Mills’ new homemade-style cookies are made exclusively from whole-food ingredients like almond flour, honey and coconut sugar. They have:

  • No grain, gluten, soy, corn, dairy, GMOs or anything artificial
  • None of the dextrose, potato starch, xanthan gum, soy lecithin, sodium bicarbonate or ammonium bicarbonate that are common even in “natural” cookies 
  • 5-6 grams of sugar per serving, roughly 20 percent less than many competing products