Call them cookies or biscuits, enjoy them crispy and crunchy, or soft and gooey, dunked in tea or eaten alone, these treats are a global obsession. The market is projected to hit $135 billion by 2027, driven by consumer demand for both indulgence and innovation. While classic flavours like chocolate chip and shortbread remain staples, there’s a growing hunger for better-for-you ingredients, plant-based options and protein-packed snacks. At the same time, brands are experimenting with bold, unexpected flavours - because why should savoury lovers be left out of the fun?
Beyond flavour, convenience is shaping the market. More people are looking for grab-and-go snacks, from soft-baked cookies to ready-to-bake dough that delivers a bakery-fresh experience at home. Whether it’s a nostalgic favourite like Oreo – which has been delighting snack lovers since 1912 - or a wild new creation like ranch-flavoured cookies to celebrate National Ranch Day (10 March), this roundup covers the launches set to make waves.
Tim Tam fever has hit the UK
Turns out, Brits can’t get enough of Tim Tams. A new study found this Aussie classic is the UK’s most obsessed-over snack, scoring a perfect 100 in popularity. The research – conducted by Australian courier service Pack & Send – analysed UK search volume data to determine which Aussie treats Brits crave the most. Tim Tam topped the list, beating other iconic snacks like Lamingtons, Cherry Ripe and Shapes.
Tim Tams are often compared to the UK’s Penguin biscuits, but fans argue that Tim Tams are richer and more indulgent. It’s no surprise that over 3,260 Brits search for Tim Tams online every month, hoping to get their hands on a pack.
“Whether you favour sweet over savoury, Australia produces an abundance of beloved - and unforgettable – treats that Brits can’t get enough of,” said Nicholas Woodward, country manager for Pack & Send. “While there’s plenty of debate on the best snack, this data suggests a clear winner - Tim Tam is the UK’s favourite Aussie snack.”
Pack & Send has also seen a surge in orders for Aussie ‘care packages’, particularly during major holidays and events like Christmas and Australia Day. “There’s nothing like a taste of home and our service connects people globally through the safe and easy delivery of these nostalgic care packages, hampers and gift parcels year-round.”
Tim Tams are available from leading retailers across the UK.
Doughlicious launches Grab & Go Cookies
The fast-growing cookie dough brand is shaking up the snack aisle with its new Soft Baked Gourmet ‘Grab-&-Go’ Cookies.
Known for its award-winning frozen cookie dough and gelato bites, the brand is now expanding into the ambient category with these indulgent, clean label cookies. Each cookie is handcrafted in West London using British oats and premium ingredients, making them naturally gluten-free and vegan.
The range four variants, including Double Chocolate Chip, Salted Caramel, New York and Banana Good Granola (a fibre-rich option with 17g of protein per cookie, vitamins D & E and HFSS compliant). The cookies contain no artificial additives, preservatives or refined flours – just recognisable ingredients.
“We’ve built our brand around cookie dough, but we saw an opportunity to create something even more convenient,” said founder Kathryn Bricken. “These cookies let people enjoy Doughlicious anytime, anywhere.”
Doughlicious Soft Baked Cookies are available in a wide range of stockists, including Tesco, Waitrose, Morrisons, Whole Foods Market, Costco, Ocado, Go Puff and Zapp. Doughlicious Cookie Dough & Gelato Bites (RRP £5 per pack of six bites) are available in the ice-cream section and pre-portioned Ready to Bake Cookie Dough (RRP from £3.50 per box of six cookies) available in the refrigerated and frozen sections.
Cheryl’s Cookies goes wild with flavour
Cheryl’s Cookies is breaking all the rules with a savoury-sweet Ranch Cookie, launching on National Ranch Day (10 March) for those who can’t get enough of ranch dressing’s tangy, herby goodness.
The cookie itself starts with Cheryl’s signature soft sugar cookie base, but is packed with crispy potato chips, giving it an added crunch and a hint of saltiness. The star of the show is the ranch-flavoured buttercream frosting, complete with a dusting of dried parsley to drive home that signature ranch flavour.
The launch follows Cheryl’s Frank’s RedHot Buttercream-Frosted Cookie, a sweet-and-spicy creation that can be purchased individually or as part of a Ranch & RedHot Sampler Pack.
Available exclusively online – these limited edition cookies won’t last forever.
My Better Batch mixes things up in Sprouts
If you love homemade cookies but don’t have the time to bake from scratch, My Better Batch is the solution you’ve been waiting for. The baking mix brand founded by former Kind Snacks executive Lindsay Hancock has been making waves since launching in April 2024, and it’s now secured a coveted spot in Sprouts’ Innovation Set.
My Better Batch offers better-than-homemade baking mixes made with high-quality, non-GMO ingredients. The lineup includes four variants, including Double Chocolate Chip, Chocolate Chunk, Celebration (sprinkle-filled cookie) and Classic Sugar Cookie. All you need is a stick of butter and an egg, and you’ll have warm, bakery-style cookies in 15 minutes.
“Sprouts is known for introducing customers to emerging better-for-you brands that quickly become the best new products on the market. We’re thrilled that shoppers can finally wave goodbye to the cookie mixes of their childhood in exchange for more premium, gourmet cookies that truly taste scratch-made – no one will ever know that your famous homemade cookies actually came from a box,” said founder Lindsay Hancock.
Also available online and on Amazon for an RRP of $7.99 per box or $29.99 for a variety pack.
Oreo unveils two new flavours
The Mondelez-owned brand is kicking off 2025 with two new additions that will have fans racing to store shelves: Oreo Double Chocolate Cakesters as a permanent addition and returning Oreo Golden Birthday Cake for a limited time.
The Double Chocolate Cakesters take the classic Cakesters soft-baked snack and double down on chocolate, featuring rich chocolate crème sandwiched between two fluffy chocolate snack cakes. It’s a soft, cake-like indulgence that offers a new way to experience the OREO magic.
Originally a permanent flavour in 2023, Golden Birthday Cake Oreo is making a grand return to celebrate another year of ‘Milk’s Favorite Cookie’. The cookies feature golden Oreo biscuits filled with birthday cake-flavoured crème and rainbow sprinkles, bringing a festive twist to every bite.
The launches coincide with Oreo’s birthday, reinforcing its place as a snacking staple for celebrations and everyday indulgence. According to Mondelez’s State of Snacking Report, 71% of people say that sharing snacks helps them connect with others and these new varieties are designed to be enjoyed together.
Both products are rolling out in major retailers across the US.
Dina Foods revamps mamoul
Mediterranean confectionery brand Dina Foods is stepping into the spotlight with a fresh new look for its beloved mamoul biscuits under the Dinalicious brand.
The company, known for its handcrafted, traditional Middle Eastern sweets, is launching a major rebranding effort to bring its artisan products to a wider audience. Mamoul is a semolina-based pastry filled with either walnuts, mixed nuts or dates, deeply rooted in Mediterranean and Middle Eastern culture.
Dina’s new-look mamoul biscuits retain the authentic, handcrafted appeal and are available in 200g and 1kg packs. The company has also taken steps to make its packaging recyclable, aligning with growing consumer demand for sustainability.
“We will be bringing together a variety of our authentic and delicious Eastern Mediterranean confectionery under this brand,” said project manager Wilda Haddad.
Alongside Dinalicious, a Filo Delights branded range is set to include classic baklawa and other traditional lines.
The rebranded Dinalicious Mamoul range is available in Lidl and Costco, with expansion into major multiple retailers and ethnic grocery stores across the UK and EU over the year.
Fancypants refuses to compromise
The premium cookie brand is facing a challenge that’s impacting the entire food industry - skyrocketing ingredient costs.
However, unlike many mass-market cookies, the brand remains committed to using real eggs, butter and sugar, along with a proprietary flour blend that includes upcycled oat flour from King Arthur Baking Company. Over the past year, chocolate prices have increased by an astonishing 2.75x, making it one of the steepest spikes in the brand’s 20-year history. Half of its current flavours use chocolate chips (Chocolate Chip, Gluten-Free Chocolate Chip, Mint Chocolate, S’Mores and seasonal Pumpkin Chocolate Chip), but it refuses to compromise.
Meanwhile, egg prices have surged 50% in just six months due to supply chain disruptions and ongoing avian flu outbreaks. Many brands are cutting corners or substituting ingredients, but Fancypants refuses to compromise.
Fancypants, which transitioned into a premium CPG brand in January 2024, is sold in 2,700 retailers across the US. As prices remain volatile, the brand is actively managing supplier relationships, ensuring it can continue delivering their signature crispy, chocolate-laden cookies without passing the costs onto customers - at least for now.
Entenmann’s debuts Big Chunk Soft Baked Cookies
The Bimbo Bakeries USA-owned brand is stepping up its cookie game with the launch of Big Chunk Soft Baked Cookies.
The cookies take soft-baked decadence to a whole new level. Available in three flavours – Chocolate, Mint Chocolate and Salted Caramel Chocolate – they’re designed for those who love bold flavours and a satisfying chew. Entenmann’s has also broken the mould with a square shape, ensuring even distribution of chocolate chunks in every bite.
“Carefully crafted with bold flavours and a soft-baked texture, these cookies strike the perfect balance of indulgence and convenience,” said Andrea Moran Sendra, director – BBU Cookies. “With three irresistible varieties, we’re confident they’ll become a new favorite for cookie lovers.”
Available in ShopRite, Price Chopper and Tops Markets across the US, with a wider rollout expected soon.