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Tate's Launched Soft Chocolate Chip Cookies—Are They As Good As The O.G. Crispy?

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There are two types of people in this world: crispy cookie people and chewy cookie people. Some folks like their chocolate chippers thoroughly caramelized and crunchy, while the opposing camp prefers them cakey, soft and even fudgy. Personally, I lean crispy, (although I'm not against a gooey interior). It's no surprise that my preference has made me a fan of the standard cookies from Tate's Bake Shop, which are thin, snappy and studded with consistently creamy chocolate chips.

That said, I was undeniably intrigued when I heard the brand launched two varieties of soft-baked cookies (chocolate chip and dark chocolate chunk) after three years of testing and tinkering. Would they hold a crumb to the O.G.? I tasted them side by side to find out. Read on for my honest reviews and original photos, so you can determine whether they're worth a spot in your pantry.

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Taryn Pire

These look very similar to their crispy predecessor, but they're twice as thick and a bit lighter in color. When you break the cookie in half, you can see that the chocolate chips are pretty evenly distributed, and the cookie isn't as fragile as other soft alternatives that shall remain nameless. That said, they're still pretty cakey—by design.

As for their flavor, they taste very familiar. There's a salty high note that brings out the richness of the semisweet chocolate chips. It tastes caramelized and brown sugar-y, despite being soft-baked. The main difference between this and the original is the texture, but the cookies are still pretty firm for being soft, and they stick to your teeth a bit as you chew.

$20/four pack at Amazon

Taryn Pire

If you're all about the actual chocolate when it comes to chocolate chip cookies, go with this darker alternative. These cookies are dappled with thicker pieces of semisweet chocolate, making for a richer mouthfeel. I wish the chocolate tasted bitterer or more nuanced than that in the regular chocolate chippers; I feel like the main distinction is that there are larger pools of it, rather than it tasting like real-deal dark chocolate. The texture and thickness of these are the same as the other soft-baked variety.

$25/four-pack at Amazon

Taryn Pire

Call it a cop out, but it really depends on your personal preference. If you ask me, Tate's original crispy cookies are literally perfect…but I say that as someone who historically isn't a fan of soft-baked cookies. Still, I was very impressed that the soft-baked chocolate chippers tasted nearly identical to the original. The flavor is on point—the only variable is the texture.

The dark chocolate chunk variety fell a bit flat for me, but if you prefer larger pools of chocolate in your chocolate chip cookies, you may prefer those to the chocolate chip. Why not play it safe and buy a variety pack of both, along with the tried-and-true standard for comparison? Just an idea…

$20/variety pack at Amazon

$27/original pack at Amazon

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A 'new Chapter' For Chips! Ahoy: How Mondelez Is Innovating The Iconic Cookie Brand

Mondelēz International is bringing Chips Ahoy! Into other categories such as cakes and pastries as the snacking giant looks to turn the 62-year-old brand into a platform built on its iconic chocolate chip.

"We're going bigger and bolder behind some of our innovations and activations than we have in the past," Sabrina Sierant, senior director of Chips Ahoy!, said in an interview. "Chips Ahoy! Should be the go-to chocolate chip treat." 

Chips Ahoy!, which traces its roots to 1963, is the second-largest cookie brand in the U.S. Behind Oreo, which also is owned by Mondelēz.

Despite being known by 95% of consumers, according to Mondelēz, Chips Ahoy! is only found in 30% of U.S. Households. This provides the snacks company with opportunities to grow the brand through innovation to its popular cookie line and extensions into additional food categories that appeal to more consumers.

In January, Mondelēz launched Baked Bites, square, chewy treats that marked the first major foray for the Chips Ahoy! Brand into the $97 billion cakes and pastries space identified by the company as a source for growth. Before that, Chips Ahoy! Had a smaller presence in the in-store bakery with muffins.  

For years, Mondelēz supported Chips Ahoy! With promotions and displays. In 2019, and during the early days of the COVID-19 pandemic, the company took a deeper look at the brand that was flying off the shelf and realized it could do more to reach consumers. 

In recent years, Mondelēz has experienced growth from minis, and launched innovation such as a three times bigger-sized cookie, a gluten-free option and several new flavors, including chocolate caramel, red velvet and s'mores. Last year, it tweaked the recipe for the classic cookie to include chocolate chips with higher cacao and Madagascar vanilla extract content, marking the biggest update for the $1 billion brand in nearly a decade.

Optional Caption

Courtesy of Mondelēz International

The spate of innovations is showing signs of paying off. During the last 26 weeks ending March 29, 2025, Chips Ahoy! Sales rose 2.3%, outpacing the broader biscuit category which declined 0.3%, Mondelēz said. Chips Ahoy! Also added roughly 2 million homes during the same time, with a quarter of the growth associated to new innovations.

"We've entered a new chapter with all of this innovation," Sierant said. "The brand still has a lot of runway for growth."

To tap into that opportunity, Mondelēz is taking Chips Ahoy! Deeper into on-the-go- snacking, a gap that Baked Bites helps to fill. It's also launching more products under $3 — previously much of its portfolio was over $4 — to appeal to cash-strapped consumers and bring Chips Ahoy! Closer to how much shoppers typically spend when they buy a snack. Finally, Mondelēz is stepping up its launch of more better-for-you products like its gluten-free Chips Ahoy!

Sierant said Mondelēz has discussed other extensions for Chips Ahoy! Beyond cookies, though she wouldn't divulge what those could be. The Chicago company first wants to focus on launching new pack sizes, growing Baked Bites and innovating in cookies, which are responsible for the lion's share of the brand's revenue.

"We want to be careful about exerting into too many platforms too fast," she said. "We plan on continuing to extend beyond cookies but I think it'll be in phases."

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