Baking & Snack - October 2020 - 32

COOKIES

THE PERCENTAGE OF COOKIE PRODUCTS CLAIMING TO
HAVE NO ADDITIVES/PRESERVATIVES SLIPPED TO
17.8% FOR THE 12 MONTHS ENDING IN JULY VS. 28.3%
FOR THE SAME PERIOD ENDING IN JULY 2019.
Innova Market Insights

are growing in the segment, but an overall decline is
weighing down the total.
"There have been distribution losses in the category
that may be contributing to this loss in sales as well as
people not 'on the go' and, therefore, not needing the
convenience of a cookie with benefits," she said.
Echoing this point, Innova Market Insights data
shows some popular clean label claims are actually down
in 2020. The percentage of cookie products claiming to
have no additives/preservatives slipped to 17.8% for the
12 months ending in July vs. 28.3% for the same period
ending in July 2019, Innova Market Insights reported.
GMO-free is another claim that saw a decline. Just
21.7% of new biscuits/cookies launched in the United
States made this claim for year-long period ending in
July. That's down from 25.7% a year ago.
There is one exception to these declines: keto.
"As recently as 2018, just a handful of products made
a 'keto' claim," Mr. Vierhile said. "This exploded in 2019
Ingredients like almond with a better than 10-time increase from a very, very
butter give a better-for-you small base. And for 2020 through September 11, 2020,
twist to a decadent treat. we have already exceeded the full year total of 'keto'
LesserEvil
cookie products in 2019."
The list of keto-focused cookie
launches is extensive. The No Bake
Cookie Co., Bend, Ore., introduced the Keto No-Bake Cookie in
August. The cookies are gluten-free,
soy-free and sugar-free and come
in a variety of flavors, including Chocolate, Dark Chocolate
Avocado and Peanut Butter. Both
2.8-oz single-serve and 6-oz bakery tubs contain 1 gram of sugar
and 3 net carbs per serving and
are available at a suggested retail
price of $2.49 and $4.99, respectively, on Amazon and online at
TheNoBakeCookieCo.com.
"Our No-Bake cookies have
come a long way from our little
corner store back home," said
Carol Healey, founder and chief
executive officer of The No-Bake
Cookie Co. "With the launch

32 Baking & Snack October 2020 / www.bakingbusiness.com

and evolution of our keto variety of no-bake cookies,
we're proud to bring this classic dessert to consumers everywhere, despite their dietary restrictions."
The Keto Cookie Bite from Mpb Snacks, Miami, Fla.,
are vegan, gluten-free, Non-GMO Project verified, are
made with plant-based protein and have no added sugar.
Danbury, Conn.-based LesserEvil Healthy Brands
launched a soft-baked Mini Cookies line that is keto, certified grain-free and gluten-free. The cookies, available
in Almond Butter Chocolate Chip and Snickerdoodle
flavors, feature organic coconut sugar, organic coconut
flour, organic coconut oil and organic ghee.
"We saw an opportunity to develop a keto cookie that
is delicious, differentiated and healthier," said Charles
Coristine, president and CEO of LesserEvil. "Just another example of our steadfast commitment to investing in innovation and meticulously sourcing premium
ingredients to compete in big categories where we can
provide healthier choices and have the greatest impact
on consumer wellness."
Other wellness-focused cookie launches include better-for-you ingredients like collagen.
Highkey, Orlando, Fla., offers Snickerdoodle Mini
Cookies made with almond flour, coconut oil and collagen in a resealable plastic pouch. Highkey markets the
product as a carb-conscious cookie that takes the guilt
out of indulging.
By disguising healthy ingredients in a cookie, consumers can feel good about being bad.

Not-so secret agents
It's a rule all food manufacturers know. Taste is king.
And to be the king of the cookie market, taste remains
priority No. 1.
Consumers have shown that they prefer the taste of
indulgent cookies, but Ms. Lyons Wyatt argued that
there are two other factors driving growth: forms and
fun. Together with flavor, she calls them the "3 Fs."
"Cookies have exploded over the past few years with a
variety of flavors and forms, which deliver fun for consumers and excitement in the cookie aisle," she said. "In
addition to the 3 Fs, cookies have been able to tap into
healthier trends via ingredients. Lastly, cookies have
evolved the package sizes based on the occasion and/or
channel they are targeting."


http://www.TheNoBakeCookieCo.com http://www.bakingbusiness.com

Baking & Snack - October 2020

Table of Contents for the Digital Edition of Baking & Snack - October 2020

Baking & Snack - October 2020 - 1
Baking & Snack - October 2020 - 1
Baking & Snack - October 2020 - 2
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