New Products Annual 2022: Sweet treats trends from Kodiak, Keebler and Dirty Cookie

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New Products Annual 2022: Sweet treats trends from Kodiak, Keebler and Dirty Cookie

30 Aug 2022

Evan Bail

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Keebler Fudge Stripes Dip’mmms

Keebler, the Ferrero-owned sweet-treat brand, recently expanded its fudge-filled world with the release of new Fudge Stripes Dip’mmms. The dippable cookies are Keebler’s take on s’mores: shortbread cookies baked with Madagascar vanilla, drizzled with Keebler’s proprietary fudge and complete with a portable tray of marshmallow frosting. The cookie itself is a miniature, bite-sized replica of Keebler’s Fudge Stripes Original.

“Keebler wanted to bring more fun to the snacking experience and develop a product for the whole family that’s just as entertaining as it is delicious,” said Alicia Mosley, VP of marketing for Keebler Brands. “This grab-and-go snack is perfect to share with friends and family. Together, families can explore new ways to ‘dip,’ creating new ways to stack, build, invent, imagine and play — the perfect bonding experience.”

The brand has been hard at work with this playful take on the classic cookie, and after two years of product development, Fudge Stripes Dip’mmms hit store shelves in January.

Although new in the market, Dip’mmms have garnered much praise, winning the award for “Best Dippable Snack” in Cosmopolitan’s 2022 Cosmo Snack Awards, among other positive feedback. Keebler’s Fudge Stripes Dip’mmms can be found on store shelves nationwide at Walmart, Target, Circle K and other participating vendors, as well as online. Consumers can purchase single packs at a suggested retail price of $1.79 to $2.29, and in 4-count multi-packs at a suggested retail price of $6.99.

‘Holy chip!’ crispy cookies

Kodiak Cakes offers consumers many ways to conquer their protein-rich cravings, from its baked bars to pancake mixes. Now, the brand is breaking into whole-grain crispy cookies to appease the sweet tooth of couch surfers and trail trotters alike.

The Thin and Crispy cookies are traditional chocolate chip flavor, bringing a classic into a new light.

Each serving of two cookies contains 140 calories, 11 grams of sugar and, of course, 5 grams of protein.

“[The cookies] contain five grams of protein because, why not?” the company said on its website. “We put protein in everything, if you haven’t noticed.”

Kodiak has made some big brand moves this year, including receiving funds from the private investment platform Patricof, a company representing several professional athletes including the Kansas City Chiefs’ Travis Kelce. A part of the partnership is members of the c-suite and the sports superstars working together on product development, sustainability initiatives and marketing campaigns that support healthy and active lifestyles. Including protein and whole grains with elevated fiber fits into that mission.

Made with high-quality ingredients including 100% whole grains, real butter, semisweet chocolate chips and wheat protein isolate, the sweet treats have an extra nutritional boost the brand is known for. The cookies also come in Oatmeal Raisin and Walnut Chocolate Chip flavors.

Each package contains two sleeves of cookies and retails for $5.30 a pack.

A sweet bottoms up

Dirty Cookie wants consumers to have their dessert and drink it too.

The Los Angeles-based company has found that sweet spot with its take on a quintessential pair—milk and cookies.

Here’s how it works: Cookie dough is baked in a mold, yielding a soft, chewy cookie roughly the size of a shot glass about 2 inches tall and 1 inch wide. Then, the interior is lined with a coating of premium Belgian chocolate, creating a 1.5-oz. vessel that the customer can fill with cold milk, cold brew, ice cream
or a sweet liqueur like Kahlua or Bailey’s.

The company offers additional filling ideas on its website so consumers can turn their cookie shots into blueberry cheesecake, banana split pie and more.

Popular varieties include Chocolate Chip, Churro, Double Chocolate and Red Velvet. The company also offers vegan and gluten-free options. DIY decorating kits and gift boxes for occasions such as holidays, birthdays, showers and graduations are available as well.

Cookie Shots recently received national buzz when founder Shahira Marei appeared on an April episode of Shark Tank, which resulted in a deal with investor Robert Herjavec for $500,000 in exchange for 25% equity in the company.

In the episode, Marei pitched the new product as a modern alternative to gifting fruit baskets or traditional cookies or cupcakes.

“[The] edible gifting space is impersonal and hasn’t had much change since 1960 with the addition of chocolate-covered strawberries,” she said during the pitch.

Marei also hinted at upcoming partnerships and licensing deals, including with flower-gifting companies FTD and 1-800-Flowers. And according to the Los Angeles Times, Marei also has plans to add natural preservatives in order to extend the product’s shelf life so they can be sold at retail outlets.

Cookie Shots are available in half-dozen and dozen assortments starting at $34.99 and $54.99 respectively via the company’s website, and they currently ship within the US only.

These product features have been adapted from the 2022 New Products Annual issue of Commercial Baking. Read the full story in the digital edition here.

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