Topco: Springtime Dunksters Cookies
Dunksters chocolate sandwich cookies, both inside and out. "The cookie itself was a nice cookie," said Frank Dell, president of Dellmart and one of the focus group judges. "Sometimes, the [private-label] cookies that I've tasted are trying to make it all up in the filling, and the cookie has really been dumbed down. This had both a decent cookie and a decent filling."
In development for four months, the cookies were rolled out in the spring of 2003 along with Holiday Dunksters and Halloween Dunksters. Consid-ered a mainstream product, the 16-ounce bag sells for between $3.49 and $3.99. In stores, it is either found in the regular cookie set or with holiday items during seasonal promotions.
A unique element of the packaging is its flexibility to be either a stand-alone Dunksters brand or a sub-brand, including the retailer's name as part of the label. The package also features the phrase, "If you like Oreo's, try these," which caused judges to immediately draw comparisons.
"It was equal to, or better than, Oreo's," Dell said. "The blue color [filling] was something that stood out."
According to Topco executives, theming the brand around the various times of year allows retailers the opportunity to provide consumers with holiday items, as well as to compete with national brands.