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September 19
09:44 2014

Chocolate chip cookie brand Chips Ahoy!, which has a worldwide value of more than $1bn, is launching in the UK for the first time.

Chips Ahoy! Popcorn Candy Chip and Chips Ahoy! Crispy Choco Caramel are recipes exclusive to the UK, made with special dough that melts quickly in the mouth.

The launch aims to drive incremental sales for the biscuit category by recruiting new, younger consumers, and has ambitions to become a £50m brand in the UK.

Chips Ahoy! will be supported by an £8m UK marketing investment over the next 18 months, including high-profile TV and digital activity, all led by Chips Ahoy! character Cookie Guy.

Rick Lawrence, who leads the biscuits category for Mondelēz International UK & Ireland, said: “We’re hugely excited to be bringing the fun and quirky personality of Chips Ahoy! to the UK for the first time. Our exclusive Chips Ahoy! recipes have different and distinctive flavour and texture combinations that have been developed to appeal to consumers who are looking for exciting experiences – something that’s currently missing from the biscuit category.

“By bringing these new, younger shoppers into biscuits, retailers can expect to drive incremental sales with a ground-breaking new product.”

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