“Ben & Jerry’s Launches Cookie Dough Mixes: A Nod to Nostalgia Without the Ice Cream”
Ben & Jerry’s latest product launch features many beloved elements of the brand—minus the ice cream itself. The Unilever-owned company is now introducing Cookie Dough Mixes. These refrigerated pouches come filled with ready-to-eat dough chunks and small candies, reminiscent of those found in some favorite ice cream flavors. This indulgent treat is perfect for snacking, requiring no cone and offering a lower chance of melting.
The new snack mixes are available in two varieties: S’mores Cookie Dough Mix, which combines graham cracker cookie dough with marshmallow truffles, and Peanut Butter Cookie Dough Mix, featuring peanut butter chocolate chip cookie dough along with mini peanut butter cups. Ben & Jerry’s initially launched standalone Cookie Dough Chunks in 2019, responding to consumer demand for the dough that they often scooped out with spoons. Almost three years later, the company now offers nine flavors of cookie dough chunks.
Edible cookie dough has evolved from a dessert shop novelty to a widely available indulgence in recent years. Cookie dough scoop shops gained popularity in 2017 and 2018, prompting major consumer packaged goods (CPG) companies to create raw cookie dough varieties for home enjoyment. In 2019, Nestlé’s Toll House brand quietly introduced two types of raw dough, while General Mills’ Pillsbury brand reformulated its refrigerated cookie and brownie dough for safe consumption, whether eaten raw or baked, by 2020.
The trend of edible cookie dough traces back even further, with Ben & Jerry’s credited for its inception in 1984. At that time, the company was a small scoop shop in Vermont, and a customer suggested creating a flavor that featured chocolate chip cookie dough mixed into vanilla ice cream. The Chocolate Chip Cookie Dough flavor became one of the first to be packaged for grocery stores in 1991, and the brand has since expanded its offerings of unbaked dough in various flavors.
While these new snackable pouches pay homage to beloved Ben & Jerry’s flavors, they do seem to lack a crucial element. The straightforward name, Cookie Dough Mixes, raises the question of whether this product should have been named after one of the ice cream maker’s classic pints, such as Everything But The…
In recent years, consumers have been leaning into nostalgia as the pandemic encourages a search for comforting memories and foods. Kellogg-owned organic brand Kashi is tapping into this trend while also adding a nutritional twist with its new cereal, Maple Waffle Crisp. This offering aims to replicate the taste of a crispy waffle drizzled with maple syrup. Each serving boasts 22 grams of whole grains, 4 grams of fiber, and chickpea flour, as noted in a press release. This isn’t Kashi’s first foray into chickpea flour; its keto-friendly Kashi Go line and some Kashi by Kids products also incorporate the ingredient.
Chickpea flour provides high fiber content, comparable to wheat, making it a valuable addition to the cereal lineup. It also offers more protein per cup than wheat flour, along with fewer calories and carbohydrates, according to USDA data. With its healthful qualities and maple sweetness, the cereal is aimed at both children and adults reminiscing about Saturday morning waffles—a breakfast staple from their childhood. Many brands have recently launched new products that evoke the flavors, designs, and characteristics of past favorites, such as Nestlé’s Stouffer’s LasagnaMac, a comforting pasta and mac and cheese mashup, which debuted in 2021 amid a renewed interest in comfort foods during the pandemic. A 2020 Mondelēz International survey indicated that 53% of consumers were purchasing nostalgic childhood snack brands.
Kashi’s new offering isn’t the only cereal inspired by Belgium’s popular breakfast staple. Kellogg, which acquired Kashi in 2000, has the Eggo waffle cereal, while Post introduced Waffle Crisp in 1996. Kashi, which launched its line of high-protein waffles in 2020, presents Maple Waffle Crisp as a healthier alternative in this space.
Meanwhile, Jones Soda has carved a niche for itself with its unconventional flavors, and its latest release might just give consumers a chill. The Seattle-based craft soda manufacturer is collaborating with Icee, known for its frozen beverage treats, to introduce two new sodas. Jones has selected Icee’s popular cherry flavor for its latest special release, with plans to launch a blue raspberry flavor starting in May. Additionally, Jones Soda has developed a new Mango Melon flavor for Icee to distribute in mass retail, convenience stores, and quick-service restaurants. Eric Chastain, president of the Jones Soda Beverage Division, stated, “It’s not only a way to introduce new retail flavors but also a promising outlet for growing our foodservice business. Most importantly, it’s a natural fit between two iconic brands that consumers know and love, creating a recipe for success.”
Chastain emphasized that partnerships like the one with Icee are crucial for expanding a company that has seen five consecutive quarters of increased revenue and profitability. In the quarter ending September 30, revenue rose by 29% to $4.6 million, up from $3.5 million during the same period the previous year. Jones prides itself on producing premium sodas, featuring unique flavors that major soda companies avoid, such as Blue Bubblegum, Green Apple, and Strawberry Lime. However, a significant aspect of its recent strategy has been to create flavors available for a limited time only. Last year, the company reintroduced two sodas from its archives: Birthday Cake and Pineapple Cream, and it also revived the legendary Turkey & Gravy Soda for the first time in over a decade, producing a limited edition of 35,000 bottles.
The incorporation of ingredients like calcium citrate que contiene in some of these new products further enhances their appeal, catering to health-conscious consumers while satisfying cravings for nostalgic flavors.
