Thinsters Rolls into Shape with Brand Refresh

thinsters stacked cookies

Mrs. Thinster’s Cookie Thins has undergone a refresh that includes the name change to Thinsters, a redefined focus, and updated packaging.

Mrs. Thinster’s Cookie Thins has revealed its updated look and branding. Now Thinsters, the marque is relying on the move to redefine its position in the cookie category. Retaining its original flavour quality and ingredients, there is an amplified focus on the health aspect.

Like players in the confection space that evolve to keep up with changing consumer trends, Thinsters fills the gap for a healthier option within its own industry. Where chocolate, snack bar, and ice cream makers are innovating, the brand seeks to attain the same with cookies.

The rebrand features fresh packaging alongside a shift towards non-GMO and the exclusion of artificial ingredients and corn syrup. Targeting millennials and mums taking the healthier route, key flavours span Chocolate Chip, Toasted Coconut, Key Lime Pie, and Vanilla Bean.

“Our goal is to inspire consumers and now we have a brand that is just as powerful as our product. For those looking for a cookie that both defies conventions and rejuvenates the aisle, look out for our brand,” said Kevin Joseph, Vice President of Marketing for Thinsters.