Cookie Brand Meshes Health with Taste Cues in Redesign
Mrs. Thinster’s Cookie Thins has revealed a new look to go along with a new positioning, THINSTERS, as it merges “healthy” with “tasty” in the cookie category.
THINSTERS uses all the same better-for-you ingredients to make the thin, crunchy cookie, but is now showcased through fun, flavorful branding on its packaging.
As both manufacturers and retailers have taken on the responsibility to help consumers eat healthier, brands in categories like chocolate, snack bars and ice cream have integrated their healthier product with fun and taste-forward branding. Now THINSTERS is filling that void within cookies.
The brand re-fresh brings a burst of energy to an increasingly stale category, particularly within the better-for-you segment. Coined as “bite-size cookies with outsize flavor,” the eye-catching packaging displays colorful flavor cues, a prominent brand identity and the promise of “Real Butter. Real Sugar. Real Good.” By shifting the focus from non-GMO, no artificial ingredients and no corn syrup to real ingredients, snackability and flavor, the cookie brand aims to inspire millennials and Moms to make healthier choices without sacrificing fun and taste.
THINSTERS are available at retailers nationwide, in flavors including Chocolate Chip, Toasted Coconut, Vanilla Bean and Key Lime Pie.