Stuffed cookie specialist Floozie is evolving outside of a plant-based range with the launch of new non-vegan products.
The London retail business – founded by pastry chef Kimberly Lin in 2020 and operating a shop in Covent Garden’s iconic The Market Building – said that it was expanding its product offering to keep up with constantly changing consumer demand.
Alongside a notable shift in the vegan market, there are also challenges to secure quality plant-based ingredients due to discontinued vegan lines, noted Floozie. The cost of plant-based alternatives is sharply rising too, which is impacting the brand’s ability to innovate further beyond its core cookie range.
This includes flavours of Chocolate Chunk, Cinnamon Crunch, Pecan Pie, Triple Chocolate, Blackforest, and Peanut Butter & Jam. All are priced at £3.75 each with the latter two varieties also being gluten free.
In response to the plant-based pressures, and to re-establish its place within the dessert market, Floozie has developed new limited-edition cookies for Christmas celebrations that forgo vegan claims by containing animal products.
The Marshmallow Avalanche Cookie (£4) is made with butter and gelatine – it’s a chocolate fudge cookie packed with chocolate chips and topped with a toasted jumbo marshmallow. The Gochujang Peanut Cookie (£4) embraces the trending Korean fermented chilli paste in its recipe and uses both butter and eggs – the salty, spicy, sweet treat also features caramelised white chocolate, sesame, and peanuts.
One of the core vegan range items has been converted into the Festive Celebration Cookie (rsp: £3.75), which comprises a bright red vanilla dough filled with homemade raspberry jam and finished with white and green sprinkles. It can be purchased along with the Marshmallow Avalanche and Gochujang Peanut cookies as part of a Christmas Cookie Box (£21.60, pack of six), available exclusively via the company’s website.
Snacking options can also be ordered online including Christmas Mini Cookies (£4.50, choice of vegan flavours), Snowball’d Cookie Crumbles (£3.75, 225g, white chocolate covered cookie pieces), and Merry Mayhem Munch (£7.50, 250g, non-vegan, assorted mini pretzels, crackers, giant corn, and cereals).
Floozie is looking to play a game of two halves from 2026 onwards, one where vegan cookies make up 50% of its range with all familiar favourites remaining on the menu. All plant-based milks for drinks and shakes will also stay available in-store, it confirmed.
“We are really excited for this next chapter at Floozie,” commented founder Lin, who continues as development chef. “We are not looking to move away from our vegan offering, but instead offer our customers more choice.
“Floozie is based on innovation, and this is a vital evolution of the brand to keep up with both customer demand and the current market,” she added.
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