Keebler expands Chips Deluxe Cookie lineup with two new varieties across full portfolio
The rollout also includes updated packaging across the Chips Deluxe line to highlight the improved recipes and new flavor profiles.
USA – Keebler, the beloved cookie brand, is expanding its Chips Deluxe cookie portfolio with two new varieties: Fudge Filled and Brownie, and a reformulated Chips & Chunks recipe, all now available at retailers nationwide.
The move signals a bold push by the Ferrero-owned brand to deepen its foothold in the competitive premium cookie market by catering to growing consumer demand for richer, more indulgent snacking experiences.
The Keebler Co., a subsidiary of The Ferrero Group, describes the Chips Deluxe Fudge Filled as the first filled cookie with a crunchy base in the major market.
Unlike other filled cookies that use a soft batch exterior, Fudge Filled delivers a crunchy chocolate chip cookie on the outside with a soft fudge center.
The combination sets it apart from existing offerings in the filled cookie category and is expected to attract consumers seeking a more textured, layered bite.
Early consumer reception to the Fudge Filled variety has been overwhelmingly positive. Nearly nine in ten consumers rated it highly for chocolate flavour (89%) and fudge filling flavour (87%), with strong marks for sweetness (84%) and overall flavour (82%), underscoring the product’s broad appeal ahead of its national rollout.
The Chips Deluxe Brownie rounds out the portfolio, offering a rich, brownie-inspired experience.
The soft-baked, thick chocolate chip cookies feature cocoa and fudge chunks for a decadent, chocolatey experience in every bite.
Positioned as a premium indulgence, the Brownie variety taps into the continued popularity of hybrid dessert formats that blur the line between cookies and baked confections.
The reformulated Chips Deluxe Chips & Chunks cookie was built with a single goal in mind: more chocolate.
Packed with Keebler Fudge Chunks, the updated recipe includes 33% more total chocolate than the original, along with improved cookie texture and aroma, and a refined sweetness balance, driven by consumer feedback across the country.
Commenting on the expansion, Moyosola Akinkanju, senior brand manager at Ferrero, said the evolution of Chips Deluxe is a direct reflection of what consumers have been asking for: more chocolate, more indulgence, and more magic in every bite. All three products are currently available at mass, grocery, and convenience stores across the United States.
“Our cookie lovers don’t settle for ordinary, and neither do we. The evolution of Chips Deluxe is a direct reflection of what consumers have been telling us they want: more chocolate, more indulgence and more magic. Everything that makes every bite worth savoring,” said Moyosola Akinkanju, Senior Brand Manager at Ferrero.
This portfolio refresh represents one of the most significant updates to the Chips Deluxe brand since its acquisition by Ferrero, signaling the company’s commitment to revitalizing legacy brands through high-quality ingredient upgrades and texture-focused innovation.
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