The Real Reason Costco’s Edible Brownie Batter Is So Popular
If you were a fan of the raw cookie dough trend from a few years back that made ordering edible cookie dough via Uber Eats possible (via Washingtonian), brace yourself for the latest iteration of a forbidden childhood favorite: Edible Brownie Batter at Costco. Made by the vegan and gluten-free dessert company Delighted By, this batter also serves as comfort food for anyone nostalgic for baking with mom.
“A lot of these trends are built on emotions,” says food marketing expert Phil Lempert of the dough trend (via The New York Times). “The feeling of eating that raw cookie batter when your mother was making it is very strong for a lot of people, and that’s what this plays on. It brings us back to a moment when we felt safe and really good.”
“A lot of these trends are built on emotions,” says food marketing expert Phil Lempert of the dough trend (via The New York Times). “The feeling of eating that raw cookie batter when your mother was making it is very strong for a lot of people, and that’s what this plays on. It brings us back to a moment when we felt safe and really good.”
Is Edible Brownie Batter safe to eat?
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More good news: Edible Brownie Batter is available across the country at other retailers in addition to Costco such as Target, Walmart, and Whole Foods. The dessert dip also comes in seven snack-worthy varieties, according to Delighted By’s website, including the seasonal flavors Red Velvet Cake Batter and Pumpkin Pie. “We stood out before because we brought dessert hummus to market, and we were the only ones for a few years,” Makenzie says. “So now we have to get very creative.”
