The branding-refreshed Girl Scouts are expanding from the iconic cookie sales into candy bars, which will be sold at U.S. retailers from June through September. For many, it’s a match made in heaven.
"The idea of working with Girl Scouts clicked on so many levels," commented Cherry Joh, marketing manager at Nestlé Crunch, which came up with the idea of a limited-edition candy bar and pitched it to the Girl Scouts USA, who sold $760 million worth of cookies last year through increasing digital savvy as they celebrated their 100th anniversary in March.
To whet your appetite, here’s what’s cooking:
Thin Mints – Dark chocolate cookie wafers and mint chocolate crème, topped with airy crispies and a rich, dark chocolaty coating
Caramel & Coconut – Cookie wafers layered with coconut caramel crème and chewy caramel, topped with toasted coconut and drizzled with caramel stripes
Peanut Butter Crème – Cookie wafers layered with smooth peanut butter crème, topped with airy crispies and a creamy, chocolaty coating.
“So, how do these tempting treats actually taste? If you’re guessing 'like heaven in your mouth,' then congratulations. You’re correct,” notes Time.com.
The limited-edition bars are expected to raise tens of millions of dollars for the Girl Scouts – but are also raising eyebrows from health experts.
Kelly Brownell, director of the Rudd Center for Food Policy & Obesity at Yale University, says, "The Girl Scouts are a good cause and do important work, but it's a shame they're licensing their brand to a product that is mainly sugar."
"The Girl Scouts are being used to sell another unhealthy product," according to registered dietitian Hope Warshaw. "A product that has the halo of youth on it ought to be something healthy."
Nestlé and the Girl Scouts claim they are targeting adults and the bars “should be enjoyed in moderation,” says Joh. “It's considered a snack treat," Joshua Ackley, PR manager for Girl Scouts of the USA, told ABC.
So if you’re an adult, looking for a snack treat, best check-in to Nestlé’s Facebook page this afternoon for the pre-sale that begins at 3:00pm EST today. They’re expecting a cookie traffic jam.
Update: According to the Nestle Crunch Facebook page, the pre-sale candy bars have sold out in less than 24 hours — the bars will be available in U.S. retailers nationwide starting in June. Clearly, a tasty new revenue stream and brand extension for the Girl Scouts!