SAN FRANCISCO — Move over, Cronut. Fookie, part fudge, part cookie, may be the next hot dessert hybrid.

The brand debuted at the Winter Fancy Food Show as one of dozens of new exhibitors at the specialty food show, held Jan. 22-24 in San Francisco. A Rocklin, Calif., mom-and-pop shop created the concept to extend demand for fudge year-round. Flavors include chocolate cookie topped with white fudge, peanut butter chocolate cookie topped with peanut butter fudge, chocolate chip cookie topped with chocolate fudge, and more.


More than 33,000 industry professionals gathered to view the latest innovations from established companies and emerging brands alike. Some of the products were featured as part of the New Brands on the Shelf showcase, which this year included 35 participants. Another 16 start-ups were highlighted as part of Incubator Alley as an opportunity to receive feedback from attendees on products in the nascent stages of development.

Read for more interesting product concepts from first-time exhibitors at Winter Fancy Food.