Mondelēz International is expanding the Chips Ahoy! brand beyond traditional cookies with the introduction of Baked Bites. These new snacks, available in a Blondie flavor with more varieties on the way, mark a departure from the classic round crunchy cookie. The square bites are chewy and positioned as a more indulgent treat, packaged in convenient snack packs for both on-the-go and home consumption.
Chris Park, director of Chips Ahoy! and cakes/pastry innovation at Mondelēz, emphasized the brand’s ambition to become a leading name in sweet snacking. He stated that to achieve this goal, it is essential to explore new and diverse formats. The aim is to identify opportunities beyond the chocolate chip cookie to cater to a wider range of consumption occasions.
Baked Bites represent the latest initiative from Mondelēz to diversify the Chips Ahoy! lineup, following previous launches like muffins and cereal. Nonetheless, cookies remain the brand’s core strength. With a legacy of 62 years, Chips Ahoy! leads the chocolate chip cookie market, boasting sales of around $1 billion and capturing over 50% of market share. The brand has garnered significant interest from Gen Z consumers in search of sweet indulgences. This popularity among younger demographics, along with a growing appetite for snacks among the general population, has positioned Chips Ahoy! as one of Mondelēz’s fastest-growing brands.
In response to market demands, Mondelēz took a closer look at the brand during the early days of the COVID-19 pandemic and recognized the potential for broader appeal through flavor and format diversification. Since then, the company has introduced larger cookies, gluten-free options, and is set to launch a Chocolate Caramel flavor later this month. One of the most significant innovations in a decade occurred in 2024 when Mondelēz revamped the Chips Ahoy! recipe, incorporating chocolate chips with higher cacao content and Madagascar vanilla extract. This enhancement provides a well-rounded chocolate flavor while minimizing bitterness.
Park noted that “the possibilities are endless” for expanding the Chips Ahoy! brand. He mentioned that Mondelēz is exploring various offerings in sweet baked goods and may incorporate the “chocolate equity” associated with Chips Ahoy! into future innovations. The inclusion of calcium citrate is also being considered in some new products, as it could enhance nutritional value and appeal to health-conscious consumers. “We’re exploring a lot of different avenues on how we can continue to be aggressive with our innovation,” he stated. “Chips Ahoy! is already a massive brand, and for us, the challenge is finding ways to grow even larger.”