Company: That's How We Roll LLC

Introduced: October 2018

Distribution: National

Suggested Retail Price: $3.99

Product Snapshot: With the holidays quickly approaching, Mrs. Thinsters is embracing the season by introducing a brand new format to their thin cookie line with Limited Edition Dark Chocolate Coconut and White Chocolate Peppermint. These all-new cookies are enrobed in chocolate, creating an entirely new texture mix of creamy chocolate and crunchy cookie.

Dark Chocolate Coconut builds off of Mrs. Thinster’s Toasted Coconut, the #1 selling Toasted Coconut cookie in the country (according to IRI). It’s a flavorful coconut cookie dipped in delectable dark chocolate, while White Chocolate Peppermint is a brownie batter cookie with peppermint dipped in white chocolate. Made with simple, non-GMO ingredients, no artificial flavors or colors and no corn syrup, you can feel good about enjoying these indulgent cookies.

The growth of holiday flavors spurred the innovation of these additions, with The Mintel Flavor Trends Report illustrating that consumers have an increasing preference for dark chocolate and the holiday peppermint flavor is experiencing growth. Incorporating these flavors into the Mrs. Thinster’s lineup brings a timely hook to the evergreen cookie category, and allows consumers to enjoy better-for-you ingredients with their favorite holiday flavors.

“The success of this launch is a testament to the fact that millennial consumers continue to support smaller companies with better-for-you-ingredients. It’s turned into the biggest product launch our company has ever seen, that rivals a launch from even the largest snack brands,” said Sam Kestenbaum, president. “In today’s day in age, it’s exciting to see that small, entrepreneurial companies can launch products with so much scale that, in the past, was only possible for the traditional CPGs.”

Mrs. Thinsters Dark Chocolate Coconut and White Chocolate Peppermint holiday flavors will be available nation-wide, in retailers including Costco, Kroger, and Albertsons. Each 4.5oz bag has a retail price of $3.99.