Ghirardelli enters snack aisle in major move beyond chocolate

Ghirardelli Crispy Cookies launch: overview

• Ghirardelli enters packaged cookies, expanding beyond its traditional chocolate portfolio
• Crispy Cookies launch includes Classic Chocolate Chip and Double Chocolate
• The move targets growth through larger everyday cookie consumption occasions
• Ghirardelli leverages chocolate expertise to differentiate within competitive cookies
• Launch reflects confectionery brands seeking growth beyond core categories

The Ghirardelli Chocolate Company is making one of the boldest moves in its 174-year history.

The luxury chocolate brand is stepping into snacking, with the launch of Ghirardelli Crispy Cookies.

Available in Classic Chocolate Chip and Double Chocolate, the move marks a major milestone for the Lindt & Sprüngli-owned chocolate maker, best known for its bite-sized chocolate squares.

Beyond chocolate

The launch gives Ghirardelli a foothold in the much larger snacking category, extending the brand beyond traditional chocolate consumption.

“Cookies are one of those simple, familiar treats people reach for every day,” says Ghirardelli vice president and head of marketing, Bobby Oliver. “We saw an opportunity to make that experience distinctly Ghirardelli by bringing the quality and delicious chocolate taste consumers know and love to the cookie aisle.”

But, unlike traditional cookie brands, Ghirardelli’s chocolate is the star of the show.

The new range is designed to bring the premium chocolate experience consumers associate with the brand into the everyday cookie aisle, with Ghirardelli chocolate chips serving as a key ingredient across both varieties. The approach allows the chocolatier to leverage its heritage and chocolate-making expertise while competing in a category dominated by established cookie players.

“Entering the cookie category marks an exciting new chapter for Ghirardelli and an important step in how we continue to grow the brand and be a part of consumers’ lives,” adds Oliver.

Growth beyond core categories

The launch comes as confectionery companies increasingly look beyond their core categories in search of new growth opportunities and additional consumption occasions.

Should the cookie range prove successful, Ghirardelli could look to extend the brand into additional snack formats, creating new treats beyond its traditional chocolate portfolio.

The launch therefore represents not just a new product line, but a test of how far one of the world’s oldest chocolate brands can stretch into adjacent categories.