Fairfield, NJ — Calling it a “transformative rebrand,” cookie-maker That’s How We Roll, LLC is relaunching its line under the name Thinsters. According to the company the purpose for the move is to “challenge the status quo and merge ‘healthy’ with ‘tasty’ in the cookie category.”
The company reports the products have not been reformulated, but are now “showcased through fun, flavorful branding.” The updated packs have color cues to identify flavors and a prominent brand logo. Standup reclosable bags also feature the messaging “Real Butter. Real Sugar. Real Good.” and “Deliciously Crunchy.”
The company points out that by shifting the focus away from non-GMO, no artificial ingredients and no corn syrup, it aims to inspire millennials and moms.
“We’re bringing magic back to the cookie category,” says Kevin Joseph, vice-president of marketing for the brand. “Our goal is to inspire and engage young and young-at-heart consumers, and now we have a brand that’s just as powerful as our product.”
Thinsters carry a SRP of $2.99, and are available in Chocolate Chip, Toasted Coconut, Vanilla Bean, Brownie Batter, Cinnamon, Blueberry and Key Lime Pie.