Marketing

Nestle launches cookie delivery brand with Nextbite

Nestle Toll House Cookie Delivery will offer six cookie varieties as well as milk and other treats. It’s the latest entrant into the red-hot cookie market.
Nestle Toll House Cookie Delivery
Nestle Toll House is known for its chocolate chip cookie recipe. / Photograph courtesy of Nextbite

Nestle Toll House is known for its iconic chocolate chip cookie recipe. It now wants to deliver those cookies to customers’ homes.

The company is partnering with virtual brand creator Nextbite on Nestle Toll House Cookie Delivery, a delivery-only concept that will offer six cookie varieties in seven cities with more markets to come.

The cookies will be freshly baked by Nextbite restaurant partners and available to order on DoorDash, Uber Eats and Grubhub.

Nestle said it wanted to give customers the “ultimate convenience” of on-demand, freshly baked cookies. Options are chocolate chip, peanut butter chocolate chip, pecan turtle, snickerdoodle, white chip macadamia nut and sugar. Customers can also order edible cookie dough, Haagen-Dazs ice cream and, of course, milk. 

They’re available now in Washington, D.C.; Dallas and Sugar Land, Texas; Amherst, N.Y.; Downers Grove, Ill.; Louisville, Ky.; and Tampa, Fla.

Prices range from $2 to $2.35 per cookie; a box of six costs $11.50 to $12.50. 

Ruth Wakefield, owner of the Toll House Inn in Whitman, Mass., is credited with inventing the chocolate chip cookie in 1939. Her original recipe used Nestle chocolate chips, and the food giant later acquired the recipe and the Toll House name, which today adorns its line of baking ingredients.

The Nestle Toll House brand would go on to become a restaurant concept, the Nestle Toll House Cafe, in 2000. That franchise was acquired in May by Fat Brands, which is converting all 85 locations to its own Great American Cookies brand. 

It’s a sign of the red-hot cookie market that awaits Nestle Toll House Cookie Delivery. In addition to Great American Cookies, both Crumbl and Insomnia Cookies have been growing quickly, and upstart 14-unit Chip City just raised $10 million. 

Unlike those concepts, Toll House will not have physical stores. Its cookies will be baked by existing restaurants that license the brand through Nextbite.

“We are thrilled to be partnering with Nestle Toll House, the creator of the original chocolate chip cookie, to bring a delicious delivery dessert option to our fulfillment partners,” said Nextbite CEO Alex Canter in a statement. 

Nestle is one of a number of consumer packaged goods brands to try a delivery-only offshoot. Impossible Meat has the Impossible Shop virtual brand, Unilever has The Ice Cream Shop, and Pepsi has its beverage-focused Pep’s Place.

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