Mondelēz International took a closer look at its Chips Ahoy! brand just before and during the early days of the COVID-19 pandemic to better engage with the next generation of snackers.
The 62-year-old cookie brand aimed to attract interest from Generation Z and other consumers seeking a sweet, indulgent treat. To achieve this, Chips Ahoy! began experimenting with new flavors, formats, and innovative partnerships.
Subsequently, Mondelēz introduced a larger-sized cookie, a gluten-free option, and a Chocolate Caramel flavor. Earlier this year, the company launched Chips Ahoy! Baked Bites, cube-shaped snacks known for their chewy texture and perceived indulgence.
The brand made a significant move by launching its first-ever fruit-flavored cookie in collaboration with the Netflix series “Stranger Things.” This partnership served as an opportunity for Chips Ahoy! to connect with younger consumers, enhance brand recognition, and give the product a modern edge.
Chris Park, director of Chips Ahoy! and cakes/pastry innovation at Mondelēz, recently sat down with Food Dive to discuss the brand’s strategy and the importance of engaging Gen Z consumers.
This interview has been edited for brevity and clarity.
FOOD DIVE: You recently collaborated with Netflix’s ‘Stranger Things’ to introduce a fruit-flavored cookie ahead of the show’s final season. Could you share more details about this partnership?
CHRIS PARK: This collaboration exemplifies our efforts to align with culturally relevant moments that resonate with our core audience and the segments we aim to expand. Leveraging partnerships like this will remain a key strategy for us to closely engage with consumers and create unique, impactful offerings.
By associating with properties like “Stranger Things,” we not only cater to existing fans but also demonstrate our brand’s contemporary relevance and alignment with current trends, ultimately fostering positive consumer perception and engagement.
Furthermore, initiatives like this help us stand out on shelves, attract new consumers, and maintain loyalty among existing fans.
How crucial are Gen Z consumers for Chips Ahoy!?
PARK: Gen Z represents a significant portion of our consumer base, and tapping into their preferences and behaviors is essential for our brand’s growth and longevity. By establishing ourselves as one of Gen Z’s top brands, we are positioning Chips Ahoy! for sustained success and relevance in the future.
Understanding and catering to the unique culture and demands of Gen Z consumers is paramount for us to remain competitive and appealing in the market.
The introduction of the fruit-flavored cookie aligns with our goal of expanding our product offerings to cater to diverse consumer preferences and occasions. It injects novelty and excitement into our portfolio while ensuring that Chips Ahoy! remains a top choice for consumers across various consumption moments.