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.