Mondelēz announces innovations in its iconic Chips Ahoy! cookie brand
Launched in 1963, Chips Ahoy! is currently the second-largest cookie brand in the U.S., following Oreo, which is also owned by Mondelēz.
USA – Mondelēz International plans to expand its Chips Ahoy! brand into new categories, including cakes and pastries, to transform the 62-year-old brand into a platform centered around its iconic chocolate chip cookie.
Sabrina Sierant, senior director of Chips Ahoy! mentioned that Mondelēz has considered extending the Chips Ahoy! brand beyond cookies but did not share specific future plans.
The company intends to prioritize launching new pack sizes, promoting Baked Bites, and focusing on cookie innovation, which currently generates the majority of the brand’s revenue.
While 95% of consumers recognize the brand, it is only available in 30% of U.S. households. This presents a significant opportunity for growth through innovation and expansion into additional food categories that will appeal to a broader range of consumers.
To capitalize on this potential, Mondelēz is focusing on on-the-go snacking, which products like Baked Bites help address.
In January, Mondelēz introduced Baked Bites, square, chewy treats that mark the brand’s first significant entry into the US$97B cakes and pastries market—a key area for growth identified by the company. Previously, Chips Ahoy! had a limited presence in the in-store bakery, mainly with muffins.
The company is also introducing more items priced under US$3, as much of its previous portfolio was priced over US$4. This strategy aims to cater to cost-conscious consumers and align Chips Ahoy! with typical snack spending.
“We’re going bigger and bolder with our innovations and activations than we have in the past. Chips Ahoy! should be the go-to chocolate chip treat,” said Sabrina.
In recent years, Mondelēz has experienced success with mini versions of the cookies and has launched various innovations, including a cookie three times larger than the standard size, a gluten-free option, and new flavours like chocolate caramel, red velvet, and s’mores.
Last year, they made significant adjustments to the classic cookie recipe by incorporating chocolate chips with a higher cocoa content and Madagascar vanilla extract—the most substantial update for the US$1B brand in nearly a decade.
These innovations are yielding positive results. In the 26 weeks ending March 29, 2025, Chips Ahoy! sales increased by 2.3%, surpassing the broader biscuit category, which saw a 0.3% decline.
The brand also added approximately 2 million new households during this period, with a quarter of the growth attributed to these innovations.
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