# Chocolate-Filled Shortbread Cookies Magic Middles Recreates a Classic 1990s Cookie By Katherine Pendrill | Published 2023-04-23 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/magic-middles References: [bakemag](https://www.bakemag.com/articles/17358-kamal-grant-provides-nostalgic-experience-with-magic-middles)  Atlanta-based entrepreneur Kamal Grant is looking to deliver a deliciously nostalgic experience with his new [Magic Middles](https://www.trendhunter.com/trends/magic-spoon-grain-free-cereals) product. Grant, who already owns [Sublime Doughnuts](https://www.trendhunter.com/trends/sublime-x-harth-hot-chocolate-butter), is looking to once again leave his mark on the bakery industry with a new filled-cookie product. Magic Middles are delicious chocolate-filled shortbread cookies that come individually wrapped. The idea was inspired by Grant's love of the loved Keebler brand Magic Middles cookies in the 1990s and a desire to bring back that nostalgic snacking experience. Since Keebler had discontinued the Magic Middles brand, Grant was free to pick up the name and create his own version of the signature treat. Currently, Magic Middles are available online through [Amazon](https://www.trendhunter.com/trends/birch-benders-cookies), or in-person at his two Sublime Doughnuts stores in Atlanta and from his two kiosks inside Mercedes Benz stadium. Image Credit: Magic Middles ## Trend Insights (Trend Hunter) - Score: 4.3/10 - Popularity: 44% | Activity: 71% | Freshness: 15% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha, 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 ### What's Driving This Trend - **Nostalgia Snacks:** Entrepreneurs can capitalize on nostalgia by reviving classic snack products or creating new ones that tap into emotionally-driven consumer purchasing. - **Individually Packaged Products:** Brands that package their products individually address consumer preferences around portion control and convenience and create opportunities for e-commerce sales. - **Cross-industry Branding:** Brands can collaborate or leverage existing brand names to capitalize on established consumer loyalty in new industries or product categories. ### Who This Affects Most - **Bakery:** Entrepreneurs can create and market nostalgic snack products, appealing to consumers seeking memorable, comforting experiences. - **E-commerce:** Entrepreneurs can create and market individually packaged products online, capitalizing on consumer preferences for convenience and portion control. - **Sports & Entertainment:** Brands can leverage partnerships with stadiums and arenas to market and sell products, providing new opportunities for distribution and sales. ## Related on Trend Hunter - [Character-Inspired Sandwich Cookies](https://www.trendhunter.com/trends/keebler-el-fudge-choco-vanilla-cookies.md) - [Gooey Filled-Center Cookies](https://www.trendhunter.com/trends/loaded-cookies.md) - [Cookie-Inspired Fudge Snacks](https://www.trendhunter.com/trends/fudge-stripes-dipmmms.md) - [Extra-Chocolatey Fudge-Filled Cookies](https://www.trendhunter.com/trends/keebler-chips-deluxe-fudgy.md) - [Mouthwatering Festive Cookie Releases](https://www.trendhunter.com/trends/the-keebler-company.md) - [Hybrid Brownie Cookie Treats](https://www.trendhunter.com/trends/brownie-cookies.md) - [Chocolatey Cake-Inspired Cookies](https://www.trendhunter.com/trends/chocolate-cake-cookie.md) - [Christmasy Candy-Packed Cookies](https://www.trendhunter.com/trends/holiday-magic-cookie.md) - [Stuffed Dubai-Style Cookies](https://www.trendhunter.com/trends/dubai-chocolate-filled-cookie.md)