Modifying a recipe for a well-loved brand can be a risky endeavor, potentially alienating loyal consumers and generating negative press for the product. A notable example of this is Coca-Cola’s introduction of New Coke in the 1980s. However, Mondelēz is optimistic that slightly adjusting the ingredient blend for its 61-year-old classic chocolate chip cookie will appeal to customers. By increasing the cocoa and Madagascar vanilla extract content, they aim to create a richer cookie that is likely to attract attention, particularly from younger audiences. This change is vital as Chips Ahoy! seeks to differentiate itself in an increasingly competitive sweets market, where consumers are snacking more frequently and have a wider array of options.
“In a category where taste reigns supreme and many chocolate chip cookies appear similar, we aimed to elevate our quality while remaining true to what our fans already cherish,” stated Sabrina Sierant, senior director for Chips Ahoy!. “This was a challenging undertaking; we repeatedly heard, ‘Don’t tamper with the cookies we adore,’ but we were confident that we could deliver an even higher quality cookie while preserving the beloved elements.”
Sierant noted that it took over 60 recipe iterations and 5,000 hours in the kitchen to perfect a cookie that she described as “just right” for consumers. According to Mondelēz, the new and “MMMproved” recipe offers a “richer cookie flavor and creamy chocolate taste with the ideal amount of chocolate chips.” It also employs a mixing technique that results in “just the right cookie texture.” Chips Ahoy! holds a commanding presence in the chocolate chip cookie market, boasting more than a 53% market share.
In recent years, Chips Ahoy! has gained significant traction among Gen Z consumers seeking a sweet treat. Its appeal to younger individuals, along with a growing interest in snacks across the broader demographic, has positioned Chips Ahoy! as one of Mondelēz’s fastest-expanding brands, with sales increasing at a double-digit rate annually, primarily driven by teens.
Originally created in 1963 by Nabisco, Chips Ahoy! has been supported by Mondelēz, which also owns other brands like Ritz and Oreo, through various in-store promotions and displays. Sales were progressing steadily, as noted by Tanya Berman, senior vice president of Mondelēz’s biscuit division, in a statement to Food Dive last year. However, around 2019, particularly during the early stages of the COVID-19 pandemic, the company reassessed the brand’s potential, realizing that by introducing different flavors and formats, they could better connect with consumers. In 2022, Morning Consult recognized Chips Ahoy! as a Top 25 brand among Gen Z.
Despite the changes to the ingredient mix, Sierant informed CNN that Mondelēz has “no plans to alter” the suggested retail price or package sizes for the brand. Additionally, during these adjustments, the incorporation of ingredients like calcium citrate—what is it?—has been considered to enhance the nutritional profile, while still maintaining the cookies’ beloved taste. As they move forward, they aim to ensure that Chips Ahoy! remains a favorite among all consumers.