It s really about if they re going to have a treat, they really want something to satisfy that taste, she says. THE TOP 10 Cookies Total food, drug and mass merchandiser outlet sales for 52-week period, ended Jan. 30, 2000. Product ranking based on dollar sales. With Nabisco s Oreos, Chips Ahoy, and Keebler s Chips Deluxe topping off the leading brands, chocolate emerges as an integral cookie element. Chocolate in any dessert is a real driver, Burns says.
Consumers love chocolate.
It s the high-octane stuff that s growing. Keebler s Chips Deluxe is the company s largest brand, and the Chocolate Lover s variety, with milk chocolate chips, has seen a dramatic surge. Various SKUs within the Chips Deluxe line are also soaring, such as the Rainbow Chips variety. Our most indulgent SKUs are growing most rapidly, Burns adds. And the company s chocolate sandwich cookies have just been reformulated and renamed, Droxies, for a more whimsical appeal.