Keebler Chips Deluxe adds fudge filled and brownie cookies

Keebler is expanding its Chips Deluxe cookie portfolio with two new varieties — Fudge Filled and Brownie — and a reformulated Chips & Chunks recipe, the company said.

The Ferraro brand said its Chips Deluxe Chips & Chunks now includes 33% more total chocolate than the prior recipe, with more visible chips and fudge chunks throughout the cookie.

The brand also introduced Chips Deluxe Fudge Filled, which it described as the first filled cookie with a crunchy base in the major market. The cookie has a crunchy chocolate chip exterior with a soft fudge center.

Rounding out the update, Keebler launched Chips Deluxe Brownie, a soft-baked, thick chocolate cookie that includes cocoa and fudge chunks, the company said.

Why this matters for convenience services operators

• “More chocolate” reformulations suggest consumer demand for premium-style indulgence in familiar, mainstream cookie brands.
• Line extensions like filled cookies and brownie-style formats allow companies to lean into established brands and differentiate based on texture, variety and flavor.