Cookie bakers think thin

by Lynn Petrak
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Archway's Dessert thins come in flavors like Lemon Tart and Fudge Brownie.
 

What’s the skinny on trending cookie products? Thin is in — as in thin-style cookies merchandised in packaging that showcases the simple and okay-to-indulge aspect of the products.

One example is a new line of Dessert Thins from the Archway brand from parent company Snyder’s-Lance of Charlotte, NC. With dessert-inspired flavors like Lemon Tart and Fudge Brownie and a count of 150 Cal for five cookies, Dessert Thins are sold in a 7-oz box with a clean, contemporary design for a suggested retail price of $3.49. Those products are in-line with other Snyder’s-Lance products, including Dessert Things under the Snack Factory brand, as well as other savory snacks. “Consumers want to snack better, so we're giving them better snacks, whether they're looking for healthier options, a variety of flavors and textures, or their favorite indulgent snack made with the highest quality ingredients,” said Rod Troni, chief marketing and innovation officer for Snyder’s-Lance.

The Mrs. Thinster’s Cookie Thins line has garnered some attention in the marketplace, touted as one of the “Best New Grocery Store Snacks of 2017 — So Far” by the Pop Sugar website.  The products are in a stand-up recloseable pouch with graphics that complement the flavor, like Key Lime Pie with vivid green accents, Sea Salt Caramel with caramel-toned accents and Dark Chocolate Coconut Fudge with dark brown accents. Based in Fairfield, NJ, Mrs. Thinster's was started by a home baker, whose products are now available in major retailers like Albertson’s, Giant Eagle and Wegman’s, among many others.

Major brands have also thinned out their traditional cookies. Mondelez International, Deerfield, NJ, slimmed down its Oreo cookie with the Oreo Thins line launched a couple years ago, and last year, the company added Chips Ahoy! Thins to its portfolio. Both new product lines have added new flavors: Lemon for Oreo Thins and Oatmeal and Double Chocoalte for Chips Ahoy! Thins. Those products are available in larger package formats as well as snack-size, 7-oz packages.
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