While the classics are vital to cookie success, retailers shouldn’t shy away from offering more eclectic flavors. Suppliers are doing their part to offer these options.

Garland, Texas-based Aphrodite Divine Confections offers cookie varieties from the classics (Chocolate Chip, Peanut Butter, Macadamia White Chocolate) to more specialized flavors like Coconut Pecan, Lemon, Raspberry White Chocolate, Pumpkin Puff, Cherry Jubilee and more.

Rise Baking, headquartered in Minneapolis, boasts its seasonal variety of flavors, which include themed cookies aimed to give consumers the special-occasion goodness they’re looking for, according to the company.

That line includes S’mores, Pumpkin Chocolate Chip, Butter Flower, Susan Thumbprint and more.

Filled cookies are also becoming a big part of the instore cookie program. These cookies offer something a bit different than the typical fresh cookie.

“We are finding that retailers and consumers love the classics, but the filled cookies offer something a bit more and a bit indulgent,” says Evelyn Steinke, sales and marketing rep for Aphrodite. “Our filled cookies are all-natural by Whole Foods standards, they are rich in flavor and they are sinfully good.”

The Aphrodite filled line includes unique cookie presentations such as Peanut Butter & Jelly, Chocolate Chunk & Fudge, Dulce De Leche, Pecan Pie, and more.

Rise also offers a line of filled cookies through its South Coast brand. The company says it takes consumers’ favorite South Coast cookies and loads them with high-quality fillings. The flavor combinations include: Chocolate Chip with Chocolate Filling, Red Velvet with Cream Cheese Filling, Birthday Cake with Crème Filling, Oatmeal with Raspberry Filling, and Peanut Butter with Strawberry Filling.

Flavors like these can appeal to shoppers looking for indulgence.

Matt Lally, associated director for New York-based Nielsen, told IDDBA that the need for treating oneself is still strong despite the growing interest and focus on health and wellness.

“When you look at instore bakery relative to other departments, it’s the second-leading food and beverage department, in terms of volume growth, across the entire store,” he told IDDBA for its What’s In Store 2019 report. “And it’s something we don’t give enough recognition to, because there’s so much conversation around health and wellness.”