Mondelēz International is expanding its Chips Ahoy! brand with the introduction of Baked Bites. These new square-shaped snacks come in a Blondie variety, with plans for more flavors in the future. Unlike traditional Chips Ahoy! cookies, Baked Bites are chewy and designed to be a more indulgent treat, perfect for on-the-go or at-home consumption.
Chris Park, director of Chips Ahoy! and cakes/pastry innovation at Mondelēz, stated that the company’s goal is to broaden the appeal of the brand by exploring new formats and flavors beyond the classic chocolate chip cookie. This move is part of Mondelēz’s strategy to position Chips Ahoy! as a prominent sweet-snacking brand.
While cookies remain the core of the Chips Ahoy! brand, Mondelēz has been introducing new products like muffins and cereal to attract a wider audience. Chips Ahoy! has a strong presence in the chocolate chip cookie market, with sales exceeding $1 billion and over 50% market share. The brand’s popularity among Gen Z consumers and the growing demand for snacks have contributed to its rapid growth within Mondelēz’s portfolio.
In recent years, Mondelēz has been expanding the Chips Ahoy! line with innovative products like a bigger-sized cookie, a gluten-free option, and upcoming flavors like Chocolate Caramel. The company also updated the recipe for Chips Ahoy! in 2024 to enhance the chocolate flavor and overall quality of the cookie.
Looking ahead, Park mentioned that there are endless possibilities for growing the Chips Ahoy! brand. Mondelēz is exploring new offerings in the sweet baked goods category and considering how to leverage the brand’s strong chocolate equity in future innovations. With a focus on aggressive innovation, Mondelēz aims to make Chips Ahoy! even bigger and more successful in the market.