Co-op has revamped the recipes for its of in-store bakery (ISB) cookies and shortbread to make them more indulgent.
The sweet treats are now bigger, contain more chocolate and more butter, while the bake time has been reduced for a softer bake. Those with chocolate, which remains Fairtrade Belgian chocolate, now feature larger buttons to deliver bigger pockets of melted chocolate within each cookie.
New limited-edition Toffee Popcorn Cookies have also been added to the line-up featuring Belgian milk chocolate, salted caramel fudge, and chewy toffee popcorn.
Here’s a closer look at the changes:
- Irresistible Milk Chocolate Cookies and Irresistible Triple Chocolate Cookies: increased the overall weight by 4g, upped the amount of chocolate to 35% Belgian milk chocolate, and increased the amount of butter and brown sugar
- Irresistible Shortbread: increased the overall weight by 4g, took the chocolate content up to 21% Belgian milk chocolate and finished with a sugar dusting
- Irresistible Fruit Granola: overall weight went up by 9g, increased the amount of fruit and seeds (now 24%) including sultanas, sunflower seeds, pumpkin seeds and cranberries, and moved to an all-butter recipe.
The cookies previously retailed for £2.25 per bag, and now retail for £2.50.
The upgrades come in response to demand for more premium treats that are within everyday reach.
“Shoppers are increasingly seeking high-quality baked goods and are trading up in categories such as sweet bakery where they can enjoy indulgent treats often seen on the high street at more accessible price ranges, while social media continues to drive demand for standout textures, taste, visual appeal,” Amber England, product development manager for ISB at Co-op told British Baker.
Want to know more about bakery reformulation?
The webinar will take a closer look at factors influencing reformulation, discerning which ones provide the biggest challenges and opportunities for bakery businesses, while providing real-life examples of reformulation in practice. Speakers include a bakery product developer for Waitrose and group product and innovation director for Finsbury Food Group.
England added that ISB was a key focus for Co-op as it plays “an important role in shaping customers’ perceptions of quality in store”.
“It’s also one of the most dynamic areas of the market, with innovation coming from independent bakeries through to major retailers. That’s why we’re committed to continually raising the bar on quality, taste and innovation for our customers and member owners. The recent upgrades are just the latest step in that journey and customers can expect to see more exciting innovation from our ranges in the future.”
The next flavour – Irresistible Maple Ginger & White Chocolate Cookies – will be rolled out for the festive season.
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