Three ways commercial bakers can innovate in cookies

Joanie Spencer, editor-in-chief of Commercial Baking

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Three ways commercial bakers can innovate in cookies

3 Jun 2025

Maddie Lambert

Maddie Lambert is a copywriter and editor from Joplin, MO. She graduated from Missouri Southern State University with a Bachelor of Arts in English – literary studies. When she’s not poring over the magazine or lost in the pages of a new novel, you can find Maddie exploring her local bookstores, spending time with her husband, or sharing her latest literary discoveries with fellow book enthusiasts.

NEW ORLEANS — Cookies have earned their spot as one of the most popular dessert options around the globe, but innovation for flavors and decorations is putting a whole new spin on the staple.

At the International Dairy Deli Bakery Association (IDDBA)’s 2025 conference, Katrina Robbins and Darcy Martin, R&D chef and strategic accounts manager of David’s Cookies, respectively, unveiled current flavors taking the cookie segment by storm and subsequently detailed how commercial bakeries can implement these trends into their portfolios.

Finding the trends

For those looking for what’s shaking up the market, social media platforms are the first place to look. Modern trends are moving at a much faster pace, especially in the age of TikTok. While it can seem daunting and lead to information overload, the wealth of information provided by food influencers and trend watchers offers fresh insights for R&D teams and decision-makers to reference.

“Follow top trendy bakeries in places such as Tokyo, Paris, New York and see what they’re doing,” Robbins said. “See what they’re calling attention to and take advantage of that side of social media.”

Once the trend has been identified, Martin suggests immediately putting it into action while it’s gaining momentum.

“What you need to do is take the main flavors of a trend and keep the theme going into your cookies or anything in your bakery,” she said.

“Adding a unique ingredient like caramel corn to decorate cookies will attract attention.” — Darcy Martin | accounts manager | David’s Cookies

Flavors in the spotlight

Robbins and Martin showcased David’s Cookies lineup, which incorporates current trends. Lemon and blueberries were front and center.

“Lemon is a really big flavor this year, and limoncello is trending high among Gen Z,” Robbins said.

Pairing blueberries with lemon has done well among consumers, and according to Datassential’s “Spring Trends” report, blueberries were in 46% of limited-time offers (LTOs) in 2024, the majority of which returned in 2025.

“This shows that not only did they do well last year, but also people want to see them again this year,” Robbins said.

Salted caramel cookies are also an innovative option consumers are favoring. Bakeries can elevate this flavor by adding caramel corn on top.

“Caramel corn is having a moment this year,” Martin said. “Adding a unique ingredient like caramel corn to decorate cookies will attract attention.”

Adding this element will also appeal to the sweet and salty — or “swalty,” trend — which is doing well among all industry segments. In addition to popcorn, bakers can use pretzels to capitalize on this trend.

Another notable cookie flavor is Funfetti — specifically, the bright colors of Fruity Pebbles, Froot Loops and sprinkles.

“Adding cereal to decorated cookies is a great way to achieve the nostalgic vibe that younger audiences are loving,” Robbins said.

Dessert manufacturers are enhancing offerings by incorporating sprinkles into cookies as well as various treats including croissants, crispy bars and brownies. In addition to the multi-color inclusion, they’re also utilizing peanut butter.

“Adding Reese’s Peanut Butter Cup or Reese’s Pieces takes it up another notch,” Martin said. “That touch brings people in because it has branding power. Cookie cakes don’t have to have a bunch of extremely fancy designs to work. They can still be easy and taste good, to be exciting to consumers.”

Turning trends into profit

Brands looking to tap into these flavors without incurring additional expenses should utilize what they already have. Whether it’s icing or chocolate chips used for a different dessert, a current ingredient can lend itself to a new mainstream product and increase in profits.

Implementing these trends, according to Robbins, should begin with LTOs. The quicker turnover rate will appeal to consumers seeking a unique cookie.

Packaged cookies will also be well-received as a treat option for consumers nearing the register, and decoration kits are gaining momentum among shoppers seeking a last-minute sweet treat.

“Provide some sprinkles and icing and let consumers bring it home and create memories that are going to be associated with your brand,” Robbins said. “They’ll come back for more.”

By seeking new trends, incorporating the central theme with a branded twist and offering new eating occasions, cookie manufacturers have a clear path to creating fresh, on-demand cookies.