Mondelēz International is expanding the Chips Ahoy! brand into new categories, including cakes and pastries, as the snacking giant aims to transform the 62-year-old brand into a platform centered on its renowned chocolate chip cookies. “We’re going bigger and bolder with some of our innovations and promotions than we have in the past,” said Sabrina Sierant, senior director of Chips Ahoy!, in an interview. “Chips Ahoy! should be the ultimate chocolate chip treat.” Established in 1963, Chips Ahoy! is the second-largest cookie brand in the U.S., trailing only Oreo, which is also owned by Mondelēz.
Despite being recognized by 95% of consumers, according to Mondelēz, Chips Ahoy! is present in only 30% of U.S. households. This presents significant opportunities for the snacks company to enhance the brand through innovative cookie offerings and expansions into additional food categories that attract a broader audience. In January, Mondelēz introduced Baked Bites, square, chewy snacks that marked the brand’s first significant entry into the $97 billion cakes and pastries market, identified as a key area for growth. Prior to this, Chips Ahoy! had a limited presence in the in-store bakery segment with muffins.
For years, Mondelēz has supported Chips Ahoy! through promotions and displays. In 2019, during the early stages of the COVID-19 pandemic, the company took a closer look at the brand, which was rapidly selling out, and recognized the potential for further consumer engagement. Recently, Mondelēz has seen growth from its mini offerings and has launched innovations such as a cookie three times larger, a gluten-free version, and several new flavors, including chocolate caramel, red velvet, and s’mores. Last year, the recipe for the classic cookie was updated to include chocolate chips with higher cacao content and Madagascar vanilla extract, marking the most significant change for the $1 billion brand in nearly a decade.
These innovations are beginning to yield positive results. Over the 26 weeks ending March 29, 2025, Chips Ahoy! sales grew by 2.3%, outperforming the broader biscuit category, which saw a 0.3% decline, as reported by Mondelēz. Additionally, Chips Ahoy! added approximately 2 million new households during this period, with a quarter of the growth attributed to new innovations. “We’ve entered a new chapter with all this innovation,” Sierant remarked. “The brand still has plenty of room for growth.”
To capitalize on this opportunity, Mondelēz is taking Chips Ahoy! further into on-the-go snacking, with Baked Bites filling that gap. The company is also launching more products priced under $3—previously, much of its portfolio was over $4—to appeal to cost-conscious consumers and align Chips Ahoy! closer to typical snack spending. Furthermore, Mondelēz is enhancing its offerings of better-for-you products, including gluten-free Chips Ahoy!.
Sierant mentioned that Mondelēz has considered additional extensions for Chips Ahoy! beyond cookies, though she did not disclose specific details. The Chicago-based company aims to first focus on introducing new pack sizes, expanding Baked Bites, and innovating within the cookie line, which generates the majority of the brand’s revenue. “We want to be cautious about expanding into too many platforms too quickly,” she noted. “We plan to continue extending beyond cookies, but I believe it will be a phased approach.” Throughout this evolution, the company is also ensuring to incorporate beneficial ingredients like calcium citrate d in its new product lines, emphasizing health and wellness alongside indulgence.