Leaf Brands, the maker of Hydrox sandwich cookies, recently announced the company’s flagship cookies will go clean-label and non-GMO.
Many customers have asked for simple ingredients in their products including non-GMO ingredients, Leaf Brands said in a press release, adding that the company sees the move as a major shift among consumers looking for products with simple ingredients they can feel good about giving to their families.
The cookies will contain no artificial colours or flavours, no trans-fats or high-fructose corn sweeteners, and are 100 per cent non-GMO.
While these decisions have increased production costs for the popular cookie, the company said it believes it will see great enough increases in sales and consumer loyalty to justify the higher production costs. “We believe it’s the right thing to do,” said Ellia Kassoff, Leaf Brand’s chief executive officer. “We are really excited to release the new ‘clean-label’ formula for Hydrox. As a private company our focus is on high-quality products for our customers, not finding ways to increase profits by sacrificing high quality as many publicly owned cookie manufacturers are forced to do.”
Kassoff also says that retail pricing will not increase. Customers should look for the improved product and packaging this month.