TOTAL COOKIE SOLUTIONS
FROM DRY MIXES TO INCLUSIONS AND DECORATIONS.
More than just a story
For over 100 years, Dawn has been focused on bringing customers the insights, innovations and strategies to help you grow. What started with a recipe for great tasting donuts has grown into a global network of experts working every day to be your trusted advisor to help grow your business and meet the needs of your customers. From artisanal bakeries to leading manufacturers, Dawn helps you and your customers celebrate life’s sweet moments.
Cookies: A timeless treat with endless possibilities
Cookies are more than just a sweet indulgence - they’re easy to produce, universally loved, and full of potential for creativity. In today’s competitive bakery market, they remain one of the most versatile and profitable products you can offer. For professional bakers and manufacturers, cookies present a unique opportunity to combine tradition with innovation. Whether you’re running an artisanal bakery or a large-scale production line, cookies are a high-margin item with broad customer appeal, low waste, and flexible formats. They allow for multiple variations in flavour, texture, and presentation. Whether chewy, crunchy, filled, or frosted, cookies can be tailored to suit any occasion or consumer palate.
This brochure dives deep into the world of cookies, offering practical insights into:
Inspiring trends we see in the market
Application tips for consistent quality
Our broad portfolio, from mixes to fillings and decorations, including new Better-for-You options
Creative recipe ideas to stand out in a crowded market
From classic favourites to modern reinventions, cookies go beyond the simple sweet treat — they’re a smart business move! Whether your goal is to boost efficiency, reduce costs, or expand your product range with trend-forward options, Dawn will help you unlock the full potential of cookies in your bakery operation.
Top countries of cookie launches
Source: Mintel Database, Europe Jun 2024-Jun 2025
Top claims of cookie launches
Source: Mintel Database, Europe Jun 2024-Jun 2025
Top flavours of cookie launches
Chocolate remains the leading cookie flavour featured in
1 out of 5 new cookie launches over the past 12 months
Source: Mintel Database, Europe Jun 2024-Jun 2025
2024 2025
24%
of European consumers stated they consume cookies more often compared to a year ago
72% of European consumers agree that sweet baked goods are an affordable luxury
70%
of European consumers like to try sweet baked goods with surprising texture
Viral Food Trends have major influence on the Bakery Industry
1 in 2
European consumers agree with this statement
“I like to try the latest viral food trends”
Viral cookie trends through the years…
2025: DUBAI CHOCOLATE
2024: THE CROOKIE
2023: S'MORES COOKIE
What we do
Dawn is with you every step of the way with a full range of cookie ingredients to support you in three application elements:
THE FILLINGS AND INCLUSIONS THE DECORATIONS
Our pillars
When you partner with Dawn, you get more than just great products. You get the partnership, expertise and dedication to help make your business a success. Our cookie ingredients are organised under different ranges to make it easy for you and your team to find the right product every time.
TRUSTED QUALITY
Tried and true products that provide consistent quality and performance.
Dawn cookie mixes, inclusions and coatings, that are made with high-quality ingredients and provide delicious cookies you can depend on.
OUR VERY BEST BETTER FOR YOU
DAWN BALANCE
Dawn’s premium, differentiated product line that delivers category-leading quality and performance.
Dawn Exceptional® cookies mixes, flavouring options and fillings that deliver premium quality with specific attributes to differentiate and fit your requirements (ex: natural colours & flavours).
Better-for-You products that don’t sacrifice taste or performance.
Dawn Balance® cookie mixes that meet your customers’ desire for “better-for-you” solutions, without compromising on taste, like vegan or reduced sugar.
DAWN
DAWN EXCEPTIONAL
Baking classics, rooted in taste & shaped by trends!
With Dawn cookie mixes, just add water and butter and you are on your way to Authentic American style cookies, chewy on the inside and crunchy on the outside. Our cookie mixes are available in three popular flavours: vanilla, chocolate and oatmeal.
Dawn Cookie mixes offer incredible versatility, making it easy to strike the perfect balance between rich indulgence and everyday simplicity. Ride the wave of viral cookie trends - from decadent filled creations to beautifully
Attributes
outside, chewy inside
decorated, dessert-inspired treats. Combine them with Dawn fillings, compounds, icings and coatings to offer endless possibilities to flavour and elevate your creations. Delight your customers and stand out by offering unforgettable limited-time offerings.
We also offer Better-for-You options to suit every customer needs, from vegan, to reduced sugar, mixes with protein and longer shelf-life.
Great spread and thickness, offering a distinctive, cracked surface
For Dawn Exceptional®, made with rapeseed oil, only one e-number (considerably less than market alternatives), natural colour & flavour
Easily combines with Dawn products
Possibility to play around with the application recipe
Answering the demands of manufacturing customers producing for retail
Offering a variety of textures to consumers
NEW A new cost-efficient chocolate cookie mix
At Dawn, we are always focused on delivering greater efficiencies and smarter solutions to help you meet new challenges. Our focus remains on supporting our customers with practical solutions, adapting with agility, and staying dependable.
Cocoa prices have been rising sharply over the past year, following supply disruptions alongside record-low inventories. Other factors such as regulatory pressures and speculation also resulted in intensified price volatility. We understand how these factors are putting pressure on your daily operations, no matter the size of your business. We are here to support you and offer solutions to face these challenges.
That is why we have created a new cost-efficient chocolate cookie mix — crafted to keep the rich chocolatey flavour your customers love, without compromising on quality. This recipe is rebalanced and optimised to bring you the same efficient results and value at a more competitive price.
Product attributes:
• Rich chocolatey flavour
• More cost-control, facing volatility of cocoa prices
• Great colour and spread
• Natural flavours; no colourants
• Made with rapeseed oil
• Only 1 e-number
• Cocoa is Rainforest Alliance certified
Application recipe:
• 1000g Dawn Cookie Mix Chocolate
• 160g Butter or Margarine
• 70g Water
• Add 125g inclusions (if required)
• Bake at 150°C in a fan oven (190°C deck oven) for 10-12 minutes
NEW Two new cookie mixes with 30% less sugar
The days of one-size-fits-all are over as inclusivity becomes a key driver in consumer choices. Growing demand for options that align with dietary needs and personal values requires bakeries to take a customised approach. This shift calls for variation in ingredients, products, sizes, and messaging to cater to diverse preferences. This trend pushes bakeries to offer personalised options to remain relevant and appealing to a broader audience in an evolving marketplace.
Following the growing demand from today’s health-conscious consumers, we have developed two new cookie mixes (plain and chocolate) with 30% less sugar than in comparable products— delivering the same delicious taste and quality for a more balanced indulgence. Addressing your concerns regarding sustainability, these mixes are made with rapeseed oil and maintain their freshness and quality for an extended period of 7 days.
Product attributes:
• 30% reduced in sugar (vs comparable products) for a less sweet agreable taste
• Great colour and spread
• Natural flavours; no colourants
• Extended freshness of 7 days after baking, allowing for better waste management
• Made with rapeseed oil
• Cocoa is Rainforest Alliance certified
"I'm interested in sweet baked goods that are better for me (less fat, reduced sugar)"
7out of 10 European consumers agree with this statement
Source: Dawn Global Bakery Trends Study, April 2025, Europe (UK, France, Spain, Germany, Netherlands, Poland) n=1492
Application recipe plain:
• 1000g Mix
• 150g Butter or Margarine
• 90g Water
• Add 125g inclusions (if required)
• Bake at 160°C in a fan oven for 10-12 minutes. (190°C in a deck oven)
Application recipe chocolate
• 1000g Mix
• 160g Butter or Margarine
• 110g Water
• Add 125g inclusions (if required)
• Bake at 160°C in a fan oven for 10-12 minutes (190°C in a deck oven)
Functionality
Add the butter cold with the mix, never melt it, it can have a bad impact during the baking process > results in a more biscuit type cookie, without the chewy center
Time/Cost efficiency
Add inclusions (chunks, candied fruits,…) before the water, to have a homogeneous mixture
Pay attention to the baking temperature according to the type of oven
• 150C° to 160C° for fan oven
• 190C° to 200C° for deck oven
Leave the cookies to cool for a minimum of 30 minutes after baking
Replace butter with margarine, either fully, or 50-50%
Add cocoa powder to the plain dough for a cocoa flavoured dough
Add flour to the mix to get more yield (200g flour for 1kg mix)
Prepare cookies in advance, freeze as pucks, then bake off on demand
Use it in other types of applications to maximise value: as a base of a cake, flan, cheesecake or a tartlet
Application tips
Add compound to flavour the batter
Optimal inclusions ratio: 10-15%
Three different shaping methods: make a roll of dough or use a or a scoop
Fill a cookie
To get a different texture:
• More butter: a richer colour, small cracks and deep flavour;
• Add 10% sugar: sweeter, crisper edges and chewier texture;
• More water (30%): wider spread, larger cracks and softer texture;
• Add 120g eggs: more biscuit- like texture and wider spread.
COMPLIMENTARY PRODUCTS
With our assortment of inclusions, fillings, compounds, icings and coatings, you can fill and decorate your cookies to create a varied signature offer.
TO FILL
Inclusions: Chunks and Candied fruits
Use Dawn Chocolate Chunks or Royal Steensma Candied Fruits to add some bite and flavour to your cookies. 10-15% inclusions/kg of dough is a good ratio.
Almond pastes & Marzipan
Dawn offers almond pastes and marzipan in a range of qualities and price points to suit diverse production needs. Our marzipan is ideal for molding and decoration, while our almond pastes deliver smooth consistency and rich flavour for fillings – ensuring reliable results across many bakery applications.
Fillings
Dawn Delicream and other fillings are the perfect way to fill your cookies in a convenient way. They will give your customers the best in taste, flavour and texture. These highly versatile fillings are ready to use, easily spreadable and are highly suitable for unbaked applications, to make a sandwich cookie for instance.
8.40010.772
8.40011.772
TO DECORATE Icings
We know that convenience, easy to use products and versatility are key to your success. That is why our icings give you the complete solution for your finishing needs. Dawn Glossy Icings are ideal for icing, dipping, or decorating your cookies. They are easy to use and freezeand thaw-stable, with perfect shine and natural flavours. You can also create custom flavour & colour combinations with Dawn Exceptional® Compounds.
Compounds
Dawn Exceptional® Compounds are flavouring pastes ideal for a wide range of applications. They are made with concentrated fruit juice, extracts and/or fruit puree.They bring a variety of intense tastes and colours to all your bakery creations and are specifically good to colour and flavour icings and dough to decorate your cookies.
Coatings
The Royal Steensma Chocuise range is designed for refining your sweet baked goods. It has a chocolate-like taste and the shine and snap typical of chocolate. It also impresses with its excellent coverage, short solidification time and smooth texture. Chocuise is ideal for baked goods stored at room temperature.
DAWN EXCEPTIONAL® COMPOUND RASPBERRY
DAWN EXCEPTIONAL® COMPOUND PASSION
2.02027.320 DAWN EXCEPTIONAL® COMPOUND KIRSCHWASSER
DAWN EXCEPTIONAL® COMPOUND MOCHA
DAWN EXCEPTIONAL® COMPOUND MOCHA 4x1 KG TUB
2.02044.320 DAWN EXCEPTIONAL® COMPOUND MARC DE CHAMPAGNE
DAWN EXCEPTIONAL® COMPOUND MANGO
2.02342.320 DAWN EXCEPTIONAL® COMPOUND CAPPUCCINO
2.02344.320 DAWN EXCEPTIONAL® COMPOUND EGG LIQUEUR
2.02344.325 DAWN EXCEPTIONAL® COMPOUND EGG LIQUEUR
DAWN EXCEPTIONAL® COMPOUND ORANGE
DAWN EXCEPTIONAL® COMPOUND STRAWBERRY NATFLV
Royal Steensma Souplesse
The range of fat-based coatings of Royal Steensma offers a selection of colours and flavours, allowing you to easily create new variations for your customers.
Recipe inspiration
Whether you're looking for cookies with premium inclusions, indulgent dessert-style varieties, filled cookies, or innovative applications, our newest creations are designed to inspire and help you elevate your offering.
8.30011.715
8.30012.715
We understand that with constantly evolving consumer demands, you need more than exceptional products to inspire new levels of success. You need a true partner: one who’s walked the walk and understands the various challenges of running your day-to-day operation. A complete partner, with the tools, solutions and support to help you stand out in today’s highly competitive marketplace. An innovative partner, one that is always looking ahead for ideas and inspiration to create new excitement. We are creators. Collaborators. Experts and inspirers. For growing your business, we are the total package: your partner for bakery success.
DO YOU HAVE MORE QUESTIONS ABOUT OUR PRODUCTS OR WANT MORE INSPIRATION?
We’ve got the answers and more. Visit DAWNFOODS.COM