Chips Ahoy! Overhauls Everything From Cookie To Packaging In ‘MMMproved’ Revamp

Image via Mondelez International, Inc / PR Newswire

Chips Ahoy has news that cookie monsters will indubitably eat up. In its most significant update in a decade, one of America’s favorite snacks has returned to the drawing board oven for a full revision, down to the last crumb. Debuting in stores nationwide this April is an “MMMproved” update to the original cookie recipe, which listens closer to fans’ cravings to deliver a richer, creamier experience.

Not so surprisingly, the key to this reformulated blend lies in the chocolate. Chips Ahoy’s MMMproved cookies are studded with specially blended chips with a higher cacao content, translating to a more intense, decadent flavor that dials down on the bitterness.

Rounding the taste profile out is Madagascar vanilla extract, which adds a complex, aromatic touch to give the classic cookie a touch of sophistication.

Image via Mondelēz International, Inc / PR Newswire

Beyond the flavor upgrade, the texture is getting a refresh too. Thanks to a new national mixing process, the cookies are said to achieve a perfect balance—a richer dough and creamy chocolate chips, all in a “just right” ratio.

But that’s not the only way the cookie crumbles, as the packaging is getting a facelift too, better reflecting the brand’s character. Fans will notice a bolder design with prominent graffiti-style elements, a more “craveable” image of the cookie itself, and a sleek matte finish for a modern touch.

Old packaging (above) VS new packaging (below). Images via Snackworks and Mondelez International, Inc / PR Newswire

Touching a nostalgic favorite with a fiercely loyal fanbase wasn’t easy, explains Sabrina Sierant, senior director at Chips Ahoy!, but the company wanted to push itself to stay on top of the other chocolate chip cookies in the market.

“Chips Ahoy! cookies have been beloved by generations… but in a category where taste is king and many chocolate chip cookies look the same, we wanted to challenge ourselves to step up our quality while staying true to what our fans already love,” explains Sierant. “We heard time and again ‘don’t mess with the cookies we love,’ but we knew we could bring Chips Ahoy! fans an even higher quality cookie that maintains all the things they already loved, like just the right amount of chip to cookie ratio.”

It took the brand over 60 recipes—“and 5,000 hours in the kitchen”—to land on the best, newly MMMproved blue-bag recipe “we’ve ever created,” Sierant notes.

To celebrate this revamp, Chips Ahoy tapped Keke Palmer, a devoted fan herself, for a new marketing campaign showcasing the MMMproved cookie. To further sweeten the deal, it’s running a sweepstake offering an all-expenses-paid beach getaway in Malibu.

The MMMproved Chips Ahoy! will hit select stores in March, followed by a nationwide rollout in April.

[via Food & Wine and Snack and Bakery, images via various sources]