The chocolate dessert specialist introduced Gü Cookies (rsp: £1.09 per two-pack) to Asda stores this week to add some adult appeal to a category dominated by own-label and confectionery brands, such as Rolo and Smarties.
The cookies are baked in Asda's in-store bakeries (ISB) every morning from a frozen dough mixture that contains Gü chocolate. Tesco will receive the range next month.
With a three-day recommended shelf-life, the cookies come in Gü Chocolate & Caramel, Gü Chocolate & Sour Cherry and Ultimate Gü Chocolate variants the latter containing more chocolate than any other cookie on the fixture, claimed Gü.
Overall sales of ISB cookies have increased a healthy 13% to £43.6m over the past year [Kantar Worldpanel 52w/e 5 September]. Half of those come from families but there were no products directly targeting adults without children, said Meg Farren, marketing controller for Gü and Frü Puds.
"Historically, licensed products in ISB have been confectionery brands catering for a wide audience nothing for adults to really indulge themselves with," said Farren.
Although Asda's low-price positioning contrasts with the upmarket credentials of Gü, Farren said the retailer was an "excellent" partner with which to launch the cookies. "Asda has one of the biggest shares of the ISB market and has really increased its focus over the past year."
Following Thorntons' debut in biscuits last week, Farren added that Gü would not rule out branching into wrapped cookies and said there was some "seriously big" NPD to come next year.
Ben Harris, business development director at design agency Anthem Worldwide, said it would be interesting to see how the launch would "bring a premium adultness to an arena that has previously been focused on kids treats, licensed brands and own label."