Marie Frigo, Sarah Browner and Richard Farrington of Dawn Foods discuss evolving cookie trends, innovation and the future of bakery classics
Cookies are enjoying strong momentum across global bakery markets. What do you think is driving this surge in consumer interest and demand?
Marie Frigo:
Cookies are seeing strong growth across global bakery markets, and it’s easy to see why. They offer broad consumer appeal, whether for comfort, indulgence, or a quick treat, and they’re incredibly versatile across formats and occasions.
In Europe, for example, 24% of consumers say they’re eating more cookies than a year ago, according to Dawn Foods’ proprietary Global Bakery Trends Survey. This is driven by a desire to elevate everyday moments with bold flavours, premium ingredients, and playful textures. Cookies are also a great canvas for creativity, especially with the rise of viral food trends. Limited-time offerings with decadent fillings or dessert-inspired designs are not only indulgent but also highly shareable online.
At the same time, health-conscious choices are reshaping the category. For example, portion-controlled and plant-based, and reformulated cookies – focused on reducing sugar and using cleaner ingredients – are helping consumers enjoy indulgence in a more balanced way, especially as new labelling regulations push for greater transparency.
From a business perspective, cookies offer low waste, flexible formats, and strong margins. Whether it’s an artisanal bakery or a large-scale operation, they’re ideal for boosting efficiency and expanding product ranges. At Dawn, we’re helping customers unlock the full potential of cookies with a complete portfolio of ingredients and trend-forward solutions.
How have consumers’ expectations around cookies, whether in terms of flavour, texture, health, or indulgence, in recent years, and how are brands adapting to meet these changes?
Sarah Browner:
Consumer expectations around cookies have evolved significantly, with a growing demand for more elevated and memorable indulgent experiences. Our Global Bakery Trends Research identified “Elevated Indulgence” as a key driver shaping the future of bakery. Cookies are no longer just sweet treats – they’re becoming sensory experiences.
We’re seeing a shift toward bolder flavours, surprising textures, and premium ingredients. According to our Global Bakery Trends Survey 3 out of 4 European consumers enjoy trying new foods and experiences, which is pushing brands to innovate. Shops like Cookie Couture in Germany and Ben’s Cookies in the UK and France are great examples, offering premium cookies that tap into today’s “little treats” culture.
Flavour innovation is a major purchase driver. While classics remain popular, especially among older consumers, younger shoppers are drawn to nostalgic, globally inspired, and dessert-themed flavours – think matcha and white chocolate or lemon meringue.
Texture is another area of evolution. It’s no longer just about soft versus crunchy. Brands are crafting multi-layered textures – crispy exteriors with gooey centres, or chunky and chewy combinations – that create a more immersive experience. Mintel’s November 2025 data shows crunchy remains dominant in Europe, but there’s growing interest in these hybrid textures.
Limited-edition and seasonal launches also play a key role in keeping the category fresh and exciting. Our proprietary research shows that 3 out of 5 European consumers are drawn to Limited Time Offers, making them a powerful tool for both customer acquisition and retention.
Dawn Foods has positioned itself as a provider of Total Cookie Solutions. Could you explain what this approach involves and how it benefits your customers?
Marie Frigo:
At Dawn Foods, we’re proud to offer a comprehensive and versatile range of cookie ingredients that support every stage of cookie creation – from dough preparation with our mixes and concentrates to customisation with fillings, inclusions, and decorations. Our goal is to help customers bring their cookie concepts to life, from start to finish.
Our cookie mixes are designed for ease and consistency. Simply add water and butter to create authentic American-style cookies that are chewy on the inside and crunchy on the outside. Available in three popular flavours – vanilla, chocolate, and oatmeal – these mixes deliver reliable performance across various production scales. Whether you are an artisanal baker or a large-scale manufacturer, our solutions offer the flexibility to produce cookies in different shapes and sizes with consistent quality.
To meet evolving consumer preferences, we also offer Better-for-You options, including vegan, reduced sugar and protein-enriched mixes. Beyond the dough, our extensive portfolio of inclusions, fillings, compounds, icings, and coatings empowers customers to elevate their cookie offerings with endless flavour and texture possibilities.
We’re committed to providing complete, tailored solutions that help our customers stand out in the market with memorable cookie creations.
Read the full interview in our latest issue here
