Rich Products (Rich’s) recently hosted a Future of Fresh Bakery Live Event, diving into the latest cookie insights and the innovations that are keeping this category on the rise. One key factor is the nostalgia-driven appeal of a fresh-baked cookie.

Bill Heiler, Rich’s senior manager, customer marketing, explained that attendees were able to interact with technical counselors at store level — “having them demonstrate and provide inspiration to turn insights into sales.” So, attendees learned specific tactics to execute at store level — such as specific pack sizes or flavor trends.

“We are really excited about cookies, which are growing sales at an above average rate since 2022,” Heiler said.

Part of the reason why is economics, as consumers are spending more dollars on “affordable indulgences” like cookies and donuts. In addition, there is a lot of fun and novelty in these categories that inspire retailers to embrace engaging promotions.

Rich’s thinks about flavors in the cookie category in creative ways.

Whether it’s a daytime delight or an after-dinner indulgence, its Specialty Treat Shop Sweet Middles offer the perfect cure for spontaneous sweet tooth cravings and celebrations. Shoppers can treat themselves to a bite-sized, cream-filled, soft cookie sandwich that can be savored anywhere. Available in a variety of seasonal and everyday flavors, Sweet Middles® capture every opportunity to inspire indulgence.

“Bakery is traditionally very celebration oriented. More and more, bakery is a destination for just-for-me treat moments,” Heiler said. “Treatable moment occasions are much more prevalent now, and LTOs are a great way to drive traffic and sales. Play to favorites and create a spin on it.”

Premium branded

As Rich’s premium cookie brand, Christie Cookie Co. products are handcrafted with tradition you can taste in every bite. For over 40 years, Christie Cookie Co. has made the most craveable gourmet cookies in America. Each cookie is made with 100% real butter and premium inclusions to deliver a truly homemade appearance and superior taste. Including the new Celebration Cookie, the Christie Cookie Co. premium portfolio offers 12 flavors in a variety of formats.

From individually wrapped cookies to ready-to-bake cookie doughs, Rich’s offers over 250 cookie options in shapes, sizes, formats, flavors, and price points to meet every operator’s needs.

Consumers can turn every day into a colorful celebration with the new Christie Cookie Co. Celebration Cookie. Offering a party in every bite, the Celebration Cookie features a premium sugar cookie base made with real butter, vanilla, and birthday cake flavor then packed with colorful sprinkles, rich white chocolate, and fluffy marshmallows for an ultimate fresh-baked cookie worthy of any celebration. It’s clean label, with no artificial flavors, colors, or sweeteners. The indulgent Celebration Cookie is available in two formats — individually wrapped and as a freezer-to-oven dough — ideal for retail shelves and c-stores.

Along with the new cookie flavor, Rich’s is enhancing the Christie Cookie Co. portfolio with a comprehensive brand refresh. Additional components of the updated Christie Cookie Co. brand rolled out in late fall and include refreshed branding, marketing materials, and packaging to deliver a modern look and feel.

This is all good news for consumers, as 1 in 5 Americans eat more than three cookies per day, according to the Boost ‘American Love of Cookies’ Report, 2023. Plus, the premium quality of Christie Cookie Co. products will delight most consumers, as clean label and real butter rank as top attributes when purchasing a dessert, according to the Technomic Bakery Transformation Report.

“The new Christie Cookie Co. Celebration Cookie will add colorful fun to the bakery case or grab-and-go counter for treat-yourself moments as well as special occasions,” said Serena Leatherbarrow, associate customer marketing manager, Rich Products. “The colorful sprinkles in the cookie and the new packaging design help the cookie pop off the shelf and inspire purchases. Christie Cookie Co. offers labor-saving formats for operators seeking to enhance their menus with a premium bakery offering that tastes like homemade.”

The new Christie Cookie Co. Celebration Cookie is available as a 2.5-ounce dough, 1.45-ounce dough, and a 2.4-ounce fully baked, individually wrapped cookie. The dough arrives frozen, ready to bake, with a shelf life of 365 days frozen and five days baked. The individually wrapped version arrives frozen and easily thaws on the display shelf, with a shelf life of 365 days frozen and 14 days ambient.

Waffle cookies

With the growing popularity of drinking tea and snacking trends supporting fusion flavors, TeaFusions delivers the perfect complementary snack for tea and other beverages.

NuStef Baking, the maker of Reko Pizzelles, is launching TeaFusions Waffle Cookies. This exciting new product brings the crisp, delicate flavor of real fruit and tea-infused waffle cookies made on cast iron griddles in small batches.

TeaFusions Waffle Cookies are available in four unique fusion flavors: Chai Apple, Black Tea & Currant, Earl Grey & Passion Fruit, and White Tea & Peach. Made with real fruit, these innovative, flavorful treats are peanut-free, have 0g trans fats, and do not contain any artificial flavors, colors or preservatives.

The exciting new TeaFusions Waffle Cookies are ideal for grocery front of store and lunchbox departments. The products are available in individual single-serve 80-calorie packets, 12-count multipack boxes, and in-store bakery containers. For food service, packets come in 72-count and 180-count bulk cases, perfect for corporate cafeterias, breakrooms, universities, travel/hospitality, and health and fitness facilities.

Tea Fusions Waffle Cookies will be available at select retailers across the United States and Canada and online at Amazon in April 2025.

Cookie dough

Whoa Dough, the innovative brand known for its gluten-free, better-for-you cookie dough, unveils the newest member of the Ready-to-Bake lineup: Brownie Batter Ready-to-Bake Cookie Dough.

Whoa Dough is hitting a grand slam with Brownie Batter Ready-to-Bake. This sweet treat delivers the classic, indulgent flavor of brownie batter that can be enjoyed straight from the package or baked into warm, fudgy brownie cookies in just minutes. Created as a tasty and gluten-free snack, it contains only 90 calories and 8 grams of sugar per serving, offering a better-for-you alternative to traditional brownie cookies and mixes. It is allergen-friendly, vegan, egg-free, nut-free, soy-free, dairy-free, non-GMO Project Verified, and OU kosher — ideal for individuals with various dietary needs or restrictions. The egg-free recipe ensures that consumers can safely enjoy the brownie batter raw without any concerns.

Todd Goldstein, the founder of Whoa Dough, is thrilled to expand his popular snack line with the addition of Brownie Batter Ready-to-Bake. He and his sons are personally affected by gluten intolerance, so he understands the importance of offering delicious, worry-free options.

“Adding Whoa Dough Brownie Batter Ready-to-Bake to our lineup is a chocolate lover’s dream come true,” said Goldstein. “Plus, our cookie dough is crafted to meet the needs of those with celiac disease and those seeking versatile and better-for-you snacks. Whether enjoyed raw or baked, our rich, fudgy brownie batter offers the ultimate indulgence. This launch brings even more inclusivity and excitement to the Whoa Dough family — it’s a win-win and, dare we say, a home run.”

Whoa Dough’s Ready-to-Bake line also includes fan favorites like Chocolate Chip and Sugar varieties, all crafted with the same commitment to quality and taste.

Hispanic influences

Polvorones are Mexico’s version of a sugar cookie. A polvoróne is a type of heavy, soft, and very crumbly Spanish shortbread made of flour, sugar, and milk. They are offered at leading Hispanic markets across the country, including Cakes by Edith in Salt Lake City. Edith Gallegos, originally from Michoacan, Mexico, devotes her time and creative energy to their success, along with her husband, Jorge Lopez, two daughters, Alma and Diana, and son, George. As a leading bakery in the Salt Lake City area, Cakes By Edith is proud to serve up mouth-watering treats daily. Freshly baked goods are made with the finest ingredients and served with love.

Cakes By Edith Bakery has been well established for 18 years in the city of Taylorsville. Edith was recognized with “Business of the Year (2019)” by the Hispanic Chamber of Commerce. She is unstoppable when it comes to improving, growing, and learning the business. Alongside her husband, Jorge, they also provide jobs for 17 employees, both full and part-time. Three years ago, they opened a second location in Riverton, Utah. The bakery is filled with delicious and authentic breads and pastries, polvorones, niño envueltos, and much more.

Cookies on the go

Dierbergs Markets announces a new partnership with Uber Eats, further expanding delivery options. This new collaboration brings enhanced convenience to customers by making Dierbergs’ fresh bakery items like cookies, groceries, and more available for delivery through the Uber Eats platform.

In addition to partnerships with DoorDash and Shipt, customers can now browse a wide selection of Dierbergs’ offerings via the Uber Eats app or website and enjoy same-day delivery to their doorstep. Since launching grocery in July 2020, Uber has seen consistent growth in the U.S. for its grocery category through partnerships.In the U.S. and around the world, Uber has moved beyond prepared food to offer grocery, convenience, alcohol and retail selection in 30+ countries and is uniquely poised to meet consumer demand for effortless delivery. Globally, more than 150 million people use the Uber platform to place an order or take a trip each month.