Wegmans Launches Whole Grain Cookies

Wegmand cookies

Over the last few months the private brand product development team at Wegmans have been busy working on developing recipes for cookies made with 100% whole grain flour. Their efforts have now come to every Wegmans store at the retailer’s in store cookie experience the “Cookie Bar.”

Wegmans - BrendaThere are three varieties: Cherry Almond, Chocolate Hazel Nuttin’, and Oatmeal, Cinnamon & Fruit. The source of the whole grain pastry flour is in the Finger Lakes at Birkett Mills, on Keuka Lake in Penn Yan, NY. In business continually since 1797, the mill is most well-known for its buckwheat products, but soft wheat for pastry flour is also in their “wheelhouse.”

The other ingredients in these cookies read like a home bakers own recipes: brown sugar, butter, sugar, eggs, flaxseed, molasses, vegetable oils, baking soda, and salt. So do the ingredients in the individual varieties, such as oats and five different fruits in the oatmeal cookie, etc.

Wegmans stands behind the new cookies calling them Food You Feel Good About, meaning free of artificial colors and preservatives. And there is ½ whole grain serving (out of the three you need each day) for each cookie.

Source: Wegmans Fresh Stories


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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.