Chips Ahoy!, which Mondelēz International says is the world’s number one chocolate chip cookie, is launching in the UK this month.
The brand, which has a 50-year heritage and a worldwide value of more than $1bn, will introduce two variants exclusive to the UK.
Chips Ahoy! Popcorn Candy Chip and Chips Ahoy! Crispy Choco Caramel are made with special dough that is designed to melt quickly in the mouth.
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 an £8m UK marketing investment over the next 18 months, including TV and digital activity– all led by Cookie Guy, the Chips Ahoy! character that embodies the meaning of ‘Ahoy!’.
Rick Lawrence, who heads the biscuits category for Mondelēz International UK and Ireland, 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.”