PARSIPPANY, N.J. – Keebler is expanding its Chips Deluxe cookie portfolio with two new varieties, Fudge Filled and Brownie, and a reformulated Chips & Chunks recipe, all now available at retailers nationwide. The Fudge Filled cookie is the first filled cookie with a crunchy base on the major market. The reformulated Chips & Chunks features 33% more total chocolate vs. the original recipe; the kind of upgrade only the Keebler Elves could deliver.
"Our cookie lovers don't settle for ordinary, and neither do we. The evolution of Chips Deluxe is a direct reflection of what consumers have been telling us they want: more chocolate, more indulgence and more magic. Everything that makes every bite worth savoring," said Moyosola Akinkanju, Senior Brand Manager at Ferrero.
Chips Deluxe Chips & Chunks: More Fudge, More Flavor
Keebler's Chips Deluxe Chips & Chunks cookie was built with one goal in mind: more chocolate. Packed with Keebler Fudge Chunks and a higher percentage of total chocolate inclusions vs. the original Chips Deluxe recipe (33% more). The soft-baked cookie delivers a bigger, bolder chocolate experience with improved cookie texture and aroma that outpaces anything a standard chocolate chip cookie can offer. Driven by feedback from cookie lovers across the country, the reformulated recipe also features a refined sweetness balance that satisfies without overshadowing the star of the show: the chocolate. The result is a cookie that looks as indulgent as it tastes, with more visible chips and chunks throughout every bite.
Chips Deluxe Fudge Filled: A First-of-Its-Kind Indulgence
For cookie lovers who want even more, Chips Deluxe Fudge Filled is the first filled cookie with a crunchy base in the major market. Other filled cookies use a soft batch exterior; Fudge Filled delivers crunchy chocolate chip cookie on the outside and soft fudge in the center.
After putting Fudge Filled to the test, consumers spoke loudly in its favor. Nearly 9 in 10 rated it highly on chocolate flavor (89%) and fudge filling flavor (87%), with strong marks across sweetness (84%), and overall flavor (82%), as well, further reflecting the enthusiasm cookie and Keebler fans have already shown for the newest addition to the lineup.
Chips Deluxe Brownie: Soft-Baked With Fudge Chunks
Rounding out the portfolio, Chips Deluxe Brownie brings a rich, brownie-inspired experience to the Chips Deluxe lineup. The soft-baked, thick chocolate chip cookies feature cocoa and fudge chunks for a decadent, chocolatey experience in every bite. Made with Hollow Tree magic for a sweet, irresistible treat, perfect for sharing with loved ones.
"Consumers told us they wanted a richer, more indulgent chocolate chip cookie experience, and the full Chips Deluxe portfolio delivers exactly that. From more fudge chunks and improved texture to a first-of-its-kind fudge filling, we're giving fans more of what they love across every variety," added Akinkanju.
The Chips Deluxe Chips & Chunks, Chips Deluxe Fudge Filled, and Chips Deluxe Brownie are available at retailers nationwide as of April 2026.
