Snacks & Candy

Keebler Cookies Get a Makeover

Ferrara updates packaging and recipes
Keebler fudge stripes
Photograph courtesy of Keebler

CHICAGO — One year after acquiring the Keebler and other brands from Kellogg’s, the Ferrero Group is looking to revitalize the cookie brand.

The Ferrero Group purchased the cookie, fruit and fruit-flavored snack, ice cream cone and pie crust business from Kellogg Co. in July 2019. The $1.3 billion deal included Keebler, Mother’s, Famous Amos, Murray’s and Murray’s Sugar Free, Little Brownie Bakers, Stretch Island and Fruity Snacks, which are overseen by the Chicago-based Ferrara division of the Ferrero Group.

Ferrero said Keebler cookies have seen a 55% increase in sales since early March as consumers turn to indulgent treats during these challenging times.

Now, Ferrara is investing in new recipes and packaging for the 167-year-old Keebler brand. A marketing campaign will communicate product renovation across the Chips Deluxe, Fudge Stripes and Sandies portfolios. This include new packaging and updated recipes “that enhance the quality and freshness of the cookies.”

The updates include:

  • Chips Deluxe Original will now be made more real chocolate chips, natural vanilla and no high fructose corn syrup.
  • Fudge Stripes will now be made with real Keebler fudge and no high fructose corn syrup.
  • Sandies will now be made with real Madagascar vanilla and no high fructose corn syrup.

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