Cookie Brand Mrs. Thinster’s Relaunches as “THINSTERS”
New branding and positioning aims to revolutionize the cookie aisle for consumers who aspire to eat healthier
THINSTERS Cookies lead with taste, exceeding consumers expectations with a high re-purchase rate to prove it, according to IRI Panel Data. Its new identity, THINSTERS, uses all the same better-for-you ingredients to make the thin, crunchy cookie, but is now showcased through fun, flavorful branding.
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 THINSTERS 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.” They’re keeping the same premium, better-for-you ingredients but emphasizing playfulness and taste. By shifting the focus from Non-GMO, No Artificial Ingredients and No Corn Syrup to Realness, Snackability, and Flavor, the cookie brand aims to inspire Millennials and Moms to make healthier choices without sacrificing fun and taste.
“We’re bringing magic back to the cookie category,” says Kevin Joseph, VP Marketing for THINSTERS. “Our goal is to inspire and engage young and young-at-heart consumers, and now we have a brand that’s just as powerful as our product. For those looking for a cookie that defies conventions and rejuvenates the aisle, look out for THINSTERS.”