Little Debbie launches new premium soft baked cookies, Khloud brand launches protein tortilla chips
The new offering, introduced by parent company McKee Foods, marks a strategic shift for the brand as it enters the premium cookie segment for the first time.
USA – Little Debbie, the iconic snack brand under McKee Foods, has launched its first-ever premium soft baked cookies, targeting busy consumers craving bakery-fresh quality on the move.
Available nationwide in convenience stores, grocery aisles, and grab-and-go displays, these oversized treats come in two irresistible flavors: Chocolate Chip and Peanut Butter, each weighing a satisfying 3 oz and individually wrapped for ultimate freshness and convenience.
Hailing from Collegedale, Tennessee, McKee Foods positions these soft baked cookies as a bridge between gourmet bakery experiences and everyday snacking.
The Soft Baked line focuses on a fresh-from-the-oven appeal, characterized by a moist, tender interior and a perfectly chewy bite.
The Chocolate Chip variant boasts a golden-brown exterior with a cracked surface, packed with semi-sweet chips in buttery, chewy dough that mimics a “fresh-from-the-oven” feel.
Meanwhile, the Peanut Butter Cookie is formulated with real peanut butter for a deep, authentic nutty flavor, mirroring the chocolate chip variety with a beautiful golden-brown finish and a traditional cracked aesthetic that maintains a tender interior and satisfying chew.
“Little Debbie has long been known for creme-filled cookies. Now we’re offering traditional soft baked cookies that deliver the soft, satisfying texture consumers want,” said Chuck Clevenger, associate brand manager at McKee Foods, emphasizing the shift toward premium, shelf-stable formats.
This launch taps into surging demand for high-protein, filling snacks amid America’s fast-paced lifestyles, where on-the-go eating now accounts for over 30% of snack sales.
The cookies’ generous size ensures satiety, making them ideal for lunchboxes, commutes, road trips, or office breaks, while their durable packaging suits impulse buys at c-stores and vending machines.
Building on Little Debbie’s legacy of affordable treats like Cosmic Brownies and Honey Buns, this innovation elevates the brand into the competitive soft-baked category.
McKee Foods’ Little Debbie brand holds the No. 1 position in the baked sweet goods category, with American shoppers purchasing more than 2,000 Little Debbie products per minute.
Khloe Kardashian’s Khloud brand launches protein tortilla chips
US snack brand Khloud is expanding its footprint in the functional snacking space with the launch of Khloud Protein Chips.
Founded by Khloé Kardashian, this is the brand’s first new product launch since it entered the snacking space with protein popcorn in 2025.
Following rapid growth in the functional popcorn segment, Khloud’s latest launch signals a deliberate move toward becoming a cross-category snacking player.
The new Protein Chips deliver 7g of protein per serving and are made with non-GMO corn masa and avocado oil, aligning with the brand’s “clean ingredient” positioning.
The chips are also formulated without seed oils and incorporate pea protein directly into the tortilla base, an approach designed to combine familiarity with added nutritional value.
Launching in three flavours, Sweet Heat and Buffalo, which are plant-based and Nacho, which features dairy ingredients, the chips are available as a retail exclusive at Target, both in-store and online.
According to CEO and co-founder Jeff Rubenstein, the move into tortilla chips reflects both category scale and cultural relevance.
As the second-largest segment within salty snacks, chips offer significant headroom for brands that can differentiate on nutrition without compromising taste.
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