Keebler, a cookie brand owned by Kellogg’s, is not known for its high quality products. It’s a strong brand, with dozens of products to offer, but most rate very low on Fooducate. A new line of cookies introduced by the company aims to change that by promoting the snack as using the same ingredients you would use if you were to prepare them at home:
We bake our delicious Simply Made cookies with Elfin ingenuity and the same simple ingredients that you’d find in your pantry — like butter, sugar, eggs, and wheat flour. Our scrumptious chocolate chips cookies are made with 100% real cocoa!
The package even shows drawings of wheat flour, butter, chocolate, and eggs.
All of this is marketing-speak.
You are probably wondering what the ingredient list actually looks like. Well, here it is:
Wheat flour, semisweet chocolate (chocolate, sugar, dextrose, soy lecithin, vanilla extract), sugar, butter (cream, salt), canola oil, contains two percent or less of natural flavor, baking soda, salt, vanilla extract, eggs.
It seems like for the most part, Keebler was right. When you prepare chocolate chip cookies at home, you are likely to be using a store bought bag of chocolate chips – chocolate, sugar, dextrose, soy lecithin, vanilla extract.
At home you’ll probably prepare your cookies with only one type of fat – butter. But using some oil instead of butter to reduce saturated fat is definitely all right. Keep in mind that soy, corn, and canola oils are likely GMO.
The only item you likely do not have at home is “Natural Flavor”. What exactly is this natural flavor? It is a way for the manufacturer to improve the aroma and taste of the cookies very cheaply.
Why would a manufacturer want to improve on a cookie that was made with simple enough ingredients? Several reasons: The quality of some of the ingredients may not be as high as possible, adding natural flavors masks that. Also, additives like this help maintain the flavor profile over the long shelf life that some packages will experience. Lastly, each brand prefers to have some unique signature flavor associated with it, and this is a way to differentiate from the hundreds of other chocolate chip cookie brands lining up the shelves in the supermarket.
Would you buy Keebler’s Simply Made cookies?
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