Chips Ahoy!, is launching in the UK for the first time this September and is expected to shake up the biscuit aisle and drive incremental sales, according to Rick Lawrence, who heads up the biscuits category for Mondelēz International UK and Ireland, 

Two variants will be exclusive to the UK - Chips Ahoy! Popcorn Candy Chip and Chips Ahoy! Crispy Choco. They are made with special dough that melts quickly in the mouth to let the tasty ingredients steal the show. The launch aims to drive incremental sales for the biscuit category, by recruiting new, younger consumers, and has ambitions to become a £50 million brand in the UK.

Chips Ahoy! will be supported by a heavyweight £8 million UK marketing investment over the next 18 months, including high-profile TV and digital activity– all led by Cookie Guy, the cheeky Chips Ahoy! character that embodies the meaning of ‘Ahoy!’ with his harmless but rebellious actions.

Lawrence said: “We’re hugely excited to be bringing the fun and quirky personality of Chips Ahoy! to the UK for the first time – there’s truly nothing like it in the biscuit aisle at the moment.

“Our exclusive Chips Ahoy! recipes have different and distinctive flavour and texture combinations that have been developed to appeal to consumers who are looking for exciting experiences – something that’s currently missing from the biscuit category. By bringing these new, younger shoppers into biscuits, retailers can expect to drive incremental sales with a ground-breaking new product.”