The introduction of the new gluten-free cookie follows just over a month after Mondelēz revamped the recipe for Chips Ahoy!, enhancing its cacao content and concentration of Madagascar vanilla extract. According to a company executive speaking to Food Dive in 2023, sales for the 61-year-old brand have been rising in “double digits” annually, with teenagers contributing the most to this growth. However, with around 25% of Americans reportedly adhering to a gluten-free diet, as noted by the University of Nebraska-Lincoln, Mondelēz aims to attract customers who previously avoided Chips Ahoy! due to dietary restrictions. “Our innovation team has succeeded— the new Chips Ahoy! Gluten Free cookie is an absolutely delicious treat that everyone can enjoy,” stated Jainette Quinones, the brand manager for Chips Ahoy! innovation.
The launch of Chips Ahoy! coincides with the company’s earlier venture into the gluten-free cookie segment in 2021, marked by the introduction of Oreo Gluten Free Chocolate Sandwich cookies. The Oreo gluten-free line has since expanded to include three flavors. The gluten-free foods market is projected to reach $14 billion by 2032, more than doubling its 2022 value, according to Statista. This growth potential is a key reason companies like Mondelēz are increasingly introducing their signature products into the gluten-free market.
Additionally, in an era where health-conscious choices are becoming more mainstream, products such as CVS calcium citrate with vitamin D are gaining popularity. This reflects a broader trend towards dietary supplements that support various health needs, which aligns with the growing demand for gluten-free options as consumers seek products that cater to their dietary restrictions. As the gluten-free segment continues to expand, it’s clear why Mondelēz is committed to appealing to this evolving consumer base.