Chips Ahoy launched its first-ever mystery flavor cookie on Thursday, offering a $25,000 grand prize to fans who submit the correct guess, according to parent company Mondelēz International.
The Mondelēz brand will reveal the secret flavor on Halloween, giving fans three months to guess it
Credit: CHIPS AHOY / PR Newswire
Chips Ahoy launched its first-ever mystery flavor cookie on Thursday, offering a $25,000 grand prize to fans who submit the correct guess, according to parent company Mondelēz International.
The limited-edition product, called the Chips Ahoy Mystery Cookie, features packaging wrapped in caution tape that conceals the flavor. To enter, fans can either scan the QR code printed on the packaging or head to CHIPSAHOYMystery.com to submit their guess. Getting the flavor right is not a condition of entry — everyone who submits receives a chance at the grand prize. The contest closes at 11:59 a.m. ET on Oct. 31, the same day the brand plans to announce the actual flavor.
The cookies went on sale Thursday through SnackWorks' TikTok Shop in limited quantities, marking the brand's first sale on that platform. A broader rollout to retailers nationwide is set to begin Aug. 10, the company said.
"For Gen Z, snacking and gaming aren't just pastimes, but how they connect, recharge and build community," Mili Laddha, senior director marketing at Mondelēz International, said in a statement. "With the Chips Ahoy Mystery Cookie, we're leveling up the snacking experience to match their energy."
The sweepstakes is open to legal residents of the 50 United States, Washington D.C., and Puerto Rico who are at least 18 years old, with age requirements of 19 in Alabama and Nebraska and 21 in Puerto Rico, the company said.
Chips Ahoy has been active with limited-edition releases in recent months. The brand launched a special-edition cookie tied to Disney $DIS and Pixar's Toy Story 5, featuring a graham base with white fudge chips, chocolate candy blast chips, and star-shaped sprinkles. That product was available at retailers including Walmart $WMT and ShopRite.
The mystery flavor launch follows a broader trend of food brands releasing unidentified flavors as a marketing device, according to Allrecipes, which noted similar campaigns from Doritos, Pringles, Cap'n Crunch, and Gatorade in recent years.
Mondelēz International, which trades on Nasdaq $NDAQ as MDLZ, reported approximately $38.5 billion in net revenues for 2025. The company's portfolio includes Oreo, Ritz, Cadbury Dairy Milk, and Milka, among other brands.
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