NEW YORK — Mrs. Thinster’s, a maker of low-calorie, thin, crispy cookies, has unveiled a new look and new name designed to showcase “fun, flavorful branding.” Formerly known as Mrs. Thinster’s Cookie Thins, the company’s cookies now will be marketed under the Thinsters brand.
The cookies’ packaging, which previously focused on the “Thinster’s Difference” of no artificial ingredients, no corn syrup and non-G.M.O., now calls out the company’s promise of “Real Butter. Real Sugar. Real Good.”
“We’re bringing magic back to the cookie category,” said Kevin Joseph, vice-president of marketing for Thinsters. “Our goal is to inspire and engage young and young-at-heart consumers, and now we have a brand that’s just as powerful as our product. For those looking for a cookie that defies conventions and rejuvenates the aisle, look out for Thinsters.”
Thinsters are available for $2.99 at retailers nationwide, in flavors including chocolate chip, toasted coconut, vanilla bean and key lime pie.
Founded in 2014, Mrs. Thinster’s was acquired in 2016 by Clearlake Capital Group, L.P. as part of the private equity firm’s purchase of That’s How We Roll, L.L.C.