KANSAS CITY — In August, a “for-a-fee” chocolate chip cookie offering aboard the Celebrity Equinox cruise line grabbed headlines. Confusion, it seemed, stemmed from whether the for-a-fee cookies were replacing the complimentary cookies that guests traditionally receive.

Trying to clear up the controversy, Celebrity Cruises told cruisehive.com that while complimentary cookies continue to be available the cruise line is testing the offering of a freshly baked chocolate chip cookie for a small fee ($2 plus a tip). The goal of the test, Celebrity Cruises said, is to invoke the nostalgia of being a child and enjoying a warm cookie.

Celebrity Cruises is not the only company in the hospitality industry tapping into the nostalgia of cookies. Nostalgia also is at the heart of DoubleTree by Hilton’s cookie program. The hotel chain has offered a signature chocolate chip cookie at check-in for many years and in 2022 served more than 19 million cookies as part of the program. In early August DoubleTree by Hilton announced it would be catering to even more guests with the launch of an allergy-friendly option through a collaboration with Partake Foods.

“With DoubleTree by Hilton’s allergy-friendly cookie, we’re reshaping the concept of hospitality to be more inclusive and considerate,” said Matt Schuyler, chief brand officer, Hilton. “We’re serving not just a cookie but a promise of care and personalization for each guest who walks through our doors.”

The new cookie is free of the top nine allergens and individually wrapped during production to ensure it is free from cross-contamination before being offered to guests at check-in.

Meanwhile, FAT Brands Inc., the parent company of Fatburger, Johnny Rockets and several other restaurant concepts, in August rolled out a new cookie menu featuring its sister brand, Great American Cookies.

“We are thrilled to be able to tap into our cookie dough facility to provide more delicious offerings for our fans,” said Taylor Fischer, vice president of marketing for FAT Brands’ Fast Casual Division.

A different approach to nostalgia is underway at the Keebler Co., a Ferrero Group brand. Keebler this summer partnered with Warner Bros. Discovery Products to launch limited-edition Looney Tunes fudge stripes cookies. The new version of the company’s well-known fudge stripes cookie products, which are shortbread cookies drizzled in fudge, comes in packaging that features iconic Looney Tunes characters reimagined as DC superheroes, according to Keebler.

“As a brand, Keebler is all about creating magic for families, and what better way to do so than partnering with the renowned name in entertainment, Warner Bros.,” said Alicia Mosley, vice president of marketing at Keebler. “We’re honored to help celebrate this milestone by bringing nostalgia and fun to our beloved Fudge Stripes and continue to help create unforgettable memories for families this summer.”

The Looney Tunes fudge stripes cookies are available online and in select retailers through September.

At Mondelez International, Inc., the Oreo brand also has turned to a partnership to spark interest. Collaborating with Nintendo’s Super Mario franchise Mondelez introduced limited-edition Oreo cookies that feature 16 different embossments of characters and powerups from the Super Mario universe.

“Oreo is always looking to bring new offerings to our fans, and we are thrilled to unveil this super partnership with the iconic Super Mario franchise,” said Vishnu Nair, senior brand manager at Oreo. “There are so many playful synergies between Oreo and Super Mario, it was a no-brainer for us to team up to connect fans of all ages through this delightfully playful cookie collaboration.”