Insomnia Cookies and tbh Created a Limited-Edition Cookie
Laura McQuarrie — April 25, 2023 — Lifestyle
References: insomniacookies & instagram
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 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 followers and 32 million TikTok 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.
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 followers and 32 million TikTok 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 Themes
1. 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.
2. Celebrity Collaborations - Collaborations with celebrities, especially those with a large social media following, presents an opportunity to reach younger consumers and increase brand awareness.
3. 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.
Industry Implications
1. 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.
2. 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.
3. 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.
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