Mondelēz International is expanding the Chips Ahoy! brand beyond cookies with the introduction of Baked Bites.
Available in a Blondie variety, these square bites offer a chewy and indulgent snack option. Unlike traditional round crunchy cookies, Baked Bites are designed for on-the-go or at-home consumption in convenient snack packs.
Chris Park, director of Chips Ahoy! and cakes/pastry innovation at Mondelēz, explained the brand’s ambition to explore new formats and flavors to appeal to a wider audience. The launch of Baked Bites is part of this strategy to establish Chips Ahoy! as a prominent sweet-snacking brand.
Mondelēz continues to push the boundaries of the Chips Ahoy! brand with products like muffins and cereal, but cookies remain its primary focus. With a strong market presence and popularity among Gen Z consumers, Chips Ahoy! has become one of Mondelēz’s fastest-growing brands.
In response to evolving consumer preferences, Mondelēz has introduced new flavors and formats for Chips Ahoy!, including a gluten-free option and a Chocolate Caramel flavor. A key innovation in 2024 involved updating the cookie recipe to enhance the chocolate flavor profile.
Park emphasized the brand’s potential for future growth and hinted at potential new offerings in the sweet baked goods category. As Mondelēz explores innovative avenues for Chips Ahoy!, the focus remains on leveraging the brand’s strong chocolate identity to drive further success.