FOOD
Why is Chips Ahoy! changing its recipe? Research, new ingredients and lots of chocolate to improve their cookies
The cookie company is making its “biggest update in 10 years” by making adjustments to its flagship product.
Mondelēz International, the company behind Chips Ahoy!, is aiming to elevate their iconic cookie with a focus on better ingredients and improved texture. Here’s the scoop on the “MMMproved” makeover.
“To start the process of creating an MMMproved cookie recipe, we identified which aspects of the cookie were most important and linked to customers’ overall liking of the recipe,” Sabrina Sierant, the senior director at Chips Ahoy!, stated. “Then we went to work in the kitchen, investing over 5,000 hours in creating more than 60 recipes, including one that even had 15% more chocolate.”
“At the end of the day, we went with the recipe that kept what our customers liked most, including a nice balance of chocolate to cookie, and worked to make that cookie even better,” she continued.”
What will be changing for Chips Ahoy!?
The new chips boast a supposedly higher cacao content, translating to a richer, less bitter chocolate flavor. Additionally, a higher concentration of Madagascar vanilla extract promises to deepen and balance the overall taste profile.
Only time (and taste buds) will tell if the new recipe lives up to the hype.