# Gen Z Hazelnut Cookies Insomnia Cookies and tbh Created a Limited-Edition Cookie By Laura McQuarrie | Published 2023-04-25 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/limited-edition-cookie References: [instagram](https://www.instagram.com/p/CrdjeghOAoQ/) & [insomniacookies](https://insomniacookies.com/products/single/2291)  Insomnia Cookies and tbh, the chocolate hazelnut spread co-founded by Stranger Things actor Noah Schnapp, collaborated on a limited-edition cookie called the Banana Crepe [Filled](https://www.trendhunter.com/trends/festive-filled-collection) Deluxe made with tbh. This indulgent cookie is made with banana-flavored deluxe dough mixed with chocolate chunks and filled with tbh hazelnut spread. tbh has won over consumers by offering the kind of flavor experience people crave but with 50% less sugar, three times the protein and no palm oil. This collaborative cookie promises to reach Gen Z snackers since Schnapp has far-reaching influence from more than 27 million [Instagram](https://www.trendhunter.com/trends/anon-pls) followers and 32 million [TikTok](https://www.trendhunter.com/trends/cinnamon-bun-filled-deluxe-cookie) followers. This springtime cookie is also being paired in packs with some of Schnapp's other favorite cookies like Chocolate Chunk, M&M's, Double Chocolate Chunk, and Peanut Butter Chip. ## Trend Insights (Trend Hunter) - Score: 3.5/10 - Popularity: 34% | Activity: 56% | Freshness: 15% - 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 - **Healthier Indulgence:** The success of tbh's flavor experience with reduced sugar and more protein presents an opportunity for companies to create indulgent products that prioritize consumers' health. - **Celebrity Collaborations:** Collaborations with celebrities, especially those with a large social media following, presents an opportunity to reach younger consumers and increase brand awareness. - **Limited Edition Products:** Creating limited editions of popular products, especially those involving collaborations, is a way to generate hype and excitement among consumers and create a sense of exclusivity. ### Industries Being Reshaped - **Food and Beverage:** The food and beverage industry can capitalize on the popularity of collaborations and create limited edition products with influencers or celebrities to reach new consumers. - **Confectionery:** Confectionery companies can create indulgent products with reduced sugar and more protein, appealing to health-conscious consumers who want to treat themselves while also prioritizing their health. - **Influencer Marketing:** The success of this collaboration demonstrates the potential of influencer marketing for companies seeking to reach younger consumers and tap into social media trends. ## Related on Trend Hunter - [Indulgent Fan-Made Cookies](https://www.trendhunter.com/trends/cinnamon-bun-filled-deluxe-cookie.md) - [Collaborative Candy-Studded Cookies](https://www.trendhunter.com/trends/dream-cookies.md) - [Protein-Packed Superfood Cookies](https://www.trendhunter.com/trends/tbh.md) - [Specialty Cookie-Packed Ice Creams](https://www.trendhunter.com/trends/cookies-in-ice-cream.md) - [Halloween-Themed Baked Goods](https://www.trendhunter.com/trends/halloweekend-cookies.md) - [Green-Hued Springtime Cookies](https://www.trendhunter.com/trends/st-patricks-day-cookie.md) - [Sci-Fi Horror Cookies](https://www.trendhunter.com/trends/m3gan-20-inspired-menu.md) - [Sweet Caramel Chip Cookies](https://www.trendhunter.com/trends/dulce-de-leche-cookie.md) - [Creamy Cookie Dessert Ranges](https://www.trendhunter.com/trends/insomnia-cookies-cookies-n-cream-collection.md)