Uncommonly Good Cookie, Bigger is Better

The contents of my lunchbox in elementary school rarely changed; a PB&J sandwich, potato chips, three cookies and a carton of milk. I always ate the cookies first, in my young hands they were huge and so good.

My favorite store-bought cookie has always been Keebler’s Pecan Shortbread Sandies. As advertised, they are uncommonly good, crisp and delicious. As a long-term Sandies consumer, I’ve suffered over the years as my Sandies got smaller and new packages contained fewer cookies. Why did Keebler mess with perfection?

In the last decade a lot has happened in the cookie world. Not only have cookies gotten smaller, they’ve gotten thinner, softer, chunkier and healthier. Consumers are currently crazy about thinner cookies as a form of portion control. Indulgence without pigging out. Not me!  Bigger cookies are better.

In 2015, Mondelez introduced Oreo Thins, a thinner, crispier version of the classic Oreo. A serving size of three classic Oreo cookies is 160 calories, a serving size of four Oreo Thins contains 140 calories. See how that works…more cookies and fewer calories per serving. I tried them, like chocolate sawdust with a sweet spot. Ugh.

Cookie Monster or marketing? Wholesale prices and package sizes across Keebler’s line-up were standardized in 2011. Keebler’s newest packages, down from 13.3 ounces to 11.3 ounces, contain two to three fewer cookies. In lunchbox math that means two cookies for me not three.

Keebler, I would gladly pay more for a 11.3-ounce package of the original, huge uncommonly good Pecan Sandies cookies. My hands are bigger now, a larger cookie would be perfect with coffee…go for it Keebler, super-size them?


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