Thinsters was born from a desire to create a feel-good cookie—one made without artificial ingredients, corn syrup, or hydrogenated oil. Today, consumers can experience a small indulgence that tastes as good as the premium ingredients used to make it. I talked to Kevin Joseph, Vice President of Marketing and Strategy, to learn about the growth of this explosive brand and what to expect next.
“We’re the only cookie brand that acts as a bridge between health and true indulgence. Our first ingredient is butter, but our cookies are oven-baked. To further capitalize on the fun, stackable nature of our cookies, we consistently innovate with flavors that consumers can get excited about, as they snack on our cookies throughout the day,” Kevin explained.
Demonstrating this focus on flavor, Thinsters varieties range from traditional chocolate chip to more unconventional varieties, like Key Lime Pie. As a demonstration of its success in this mindset of innovation, the company continues to grow. Its products can be seen across multiple channels, from club grocery, to C-stores and gas stations. Thinsters offers a grab-and-go snack that satisfies consumers’ desire for indulgence in a better-for-you snack.
In addition to its focus on key brand positioning at the retail level, Thinsters also recently entered into a partnership with The Grateful Dead. Debuting limited edition packaging, with the Grateful Dead bears dancing across it, it’s a partnership that sparks creativity across all lines.
“As a modern, new brand, we were looking for something to lift us up, that could help drive awareness for us. We also wanted a partner that shared our values and would resonate with consumers. We landed on music, because music brings people together the same way cookies do,” Kevin shared.
He and the team collaborated to find a truly lock-in-key music partner and honed in on The Grateful Dead because of the band’s notoriously devoted fans.
“They have an audience that spans generations, and we felt we could relate to their disruption of an industry. They were the first guys to bring that genre of rock to the world, and we feel like we’re the first brand to bring our style of cookie to the world,” he remarked.
The limited edition bags can be seen across the country until August.
For the latest on what’s going on in the bakery sector, keep reading Deli Market News.