# Chocolate Brand Extensions Ghirardelli Enters a New Category with Crispy Cookies By Mursal Rahman | Written with AI assistance | Published 2026-10-09 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/chocolate-crispy-cookies References: [parade](https://parade.com/food/ghirardelli-new-double-chocolate-chip-crispy-cookies) & [prnewswire](https://www.prnewswire.com/news-releases/ghirardelli-enters-the-cookie-aisle-with-new-crispy-cookies-302900383.html)  Ghirardelli is developing [chocolate brand extensions](https://www.trendhunter.com/trends/ferrero-1) with its first packaged [Crispy Cookies](https://www.trendhunter.com/trends/thin-crispy-peppermint-cocoa-cookies), taking the company into the cookie category. The range launches with Classic Chocolate Chip and Double Chocolate varieties, each containing 10 cookies in a 6.3-ounce package. The classic version uses Ghirardelli chocolate chips as its leading ingredient alongside buttery, vanilla, and brown sugar notes. The Double Chocolate option combines dark chocolate chips with Ghirardelli cocoa powder and chocolate incorporated into the dough. Both emphasize a crisp texture and toasted edges. Moving into [packaged cookies](https://www.trendhunter.com/trends/tates-bake-shop-cookies) gives Ghirardelli another way to translate its established chocolate expertise into an everyday food category. Distribution through Ghirardelli.com, Kroger, and Walmart provides several early purchasing channels before wider nationwide retail expansion begins in January 2027. The launch also broadens Ghirardelli’s portfolio while maintaining chocolate as the central connection to its existing brand identity. Image Credit: Ghirardelli ## Trend Insights (Trend Hunter) - Score: 7.2/10 - Popularity: 62% | Activity: 53% | Freshness: 100% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Why This Trend Is Growing - **Premium Cookie Extensions:** Established confectionery brands are using adjacent snack categories to convert heritage ingredients into more frequent everyday purchase occasions. - **Chocolate-led Snacking:** Rich cocoa credentials are becoming a differentiator in packaged snacks as consumers seek indulgent formats with recognizable quality cues. - **Crisp Texture Positioning:** Texture-focused product claims such as toasted edges and crunchy bites create whitespace for sensory-led differentiation in crowded cookie aisles. ### Industries Being Reshaped - **Packaged Cookies:** Brand entrants from outside the traditional cookie set can reshape shelf competition by pairing familiar formats with premium ingredient equity. - **Confectionery:** Portfolio expansion beyond core chocolate products offers confectionery companies new relevance in pantry staples while preserving flavor-led brand identity. - **Grocery Retail:** Retailers gain incremental merchandising opportunities when trusted premium brands enter high-velocity categories with broad household appeal. ## Related on Trend Hunter - [Indulgent Chocolate Baking Mixes](https://www.trendhunter.com/trends/milk-chocolate-chip-brownie-mix.md) - [Back-to-Basics Bakery Menus](https://www.trendhunter.com/trends/crumbl-chocolate-chip-cookie.md) - [Texture-Driven Cookie Candies](https://www.trendhunter.com/trends/reeses-pieces-chocolate-cookie.md) - [Premium Cookie Doughs](https://www.trendhunter.com/trends/premium-cookie-doughs.md) - [Ready-to-Bake Skillet Cookies](https://www.trendhunter.com/trends/milk-chocolate-chunk-skillet-cookie.md) - [Extra-Crispy Cookie Menus](https://www.trendhunter.com/trends/crumbl-cookie-thins.md) - [Triple Chocolate Chip Cookies](https://www.trendhunter.com/trends/triple-chip-crispy-cookies.md) - [S'mores-Style Ready-to-Bake Cookies](https://www.trendhunter.com/trends/campfire-smores-cookies.md) - [Hybrid Brownie Cookie Treats](https://www.trendhunter.com/trends/brownie-cookies.md)