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Sam Club Debuts 'Sundae Jingle Cookie Crunch' - A Sweet Take on Holiday Desserts
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Published in Food and Wine on Sunday, November 30th 2025 at 18:14 GMT by Food & Wine- 🞛 This publication is a summary or evaluation of another publication
- 🞛 This publication contains editorial commentary or bias from the source
Sam Club Unveils a Holiday Treat That Combines Comfort Food and Crunch: The “Sundae Jingle Cookie Crunch”
When the holiday season rolls around, Sam Club is quick to roll out a fresh line of seasonal snacks that turn ordinary grocery shopping into a mini‑festive event. The latest addition to the club’s holiday lineup is the “Sundae Jingle Cookie Crunch” — a limited‑edition, cookie‑filled treat that promises to bring the nostalgic warmth of a warm sundae into a crisp, on‑the‑go format. Food & Wine’s in‑depth look at the product, launched in December 2025, offers a close‑up of everything from the flavor profile and packaging to the broader marketing strategy that keeps shoppers lining up at the club’s registers every year.
What Is the Sundae Jingle Cookie Crunch?
At its core, the Sundae Jingle Cookie Crunch is a bite‑sized “cookie‑crunch” snack that blends two classic desserts: a classic vanilla‑ice‑cream sundae and a crunchy, chocolate‑coated cookie. The product comes in a bright, holiday‑themed tin that features a whimsical cartoon of a sundae bowl surrounded by snowflakes and tinsel, giving the package a nostalgic “retro‑style” feel that appeals to both older shoppers and millennials.
Inside the tin you’ll find 18 individually wrapped pieces. Each piece consists of a soft, caramel‑swirled chocolate cookie that’s been coated in a creamy vanilla‑chocolate crunch topping. The crunch is finished with a dusting of powdered sugar that glistens like freshly fallen snow. The snack is meant to be eaten cold — just like a real sundae — or you can let it sit on the counter for a few minutes to let the chocolate soften for a softer texture.
The flavor profile is carefully balanced. The cookie itself is sweet but not cloying, thanks to a blend of dark and milk chocolate that gives it a rich, slightly bitter undertone. The crunch topping carries a subtle vanilla flavor, which is reminiscent of a classic vanilla‑ice‑cream sundae, while the sugar dusting adds a light, airy finish. Overall, it’s a snack that tastes like a single bite of a decadent sundae, with the convenience of a ready‑to‑eat candy bar.
Why Sam Club Is So Excited About This Snack
Sam Club’s seasonal product strategy is centered around creating “moments of delight” that encourage repeat visits. The company’s own press release — which Food & Wine references in a side note — claims that the Sundae Jingle Cookie Crunch is part of a new “Sundae Series” of limited‑edition treats that will launch in the next three holiday seasons. The idea is simple: combine a beloved dessert with a familiar snack form, and sell it in a fun, eye‑catching package that appeals to both adults and kids.
According to the article, the product was developed in collaboration with a well‑known pastry chef who worked closely with Sam Club’s in‑house product development team. The chef’s goal was to create a snack that delivers the “same joy and indulgence” as a real sundae but can be enjoyed anywhere — on a hike, during a holiday movie, or while waiting for the kids to finish their Christmas cards. The chef’s involvement lends a degree of culinary credibility that the food‑lover readers of Food & Wine appreciate.
Pricing, Availability, and How to Get It
The Sundae Jingle Cookie Crunch is priced at $6.99 for the 18‑piece tin. It’s available at Sam Club locations across the country as soon as mid‑December, and the product will run for only a few weeks before it’s replaced by a new flavor in the “Sundae Series.” While the snack is a club‑exclusive, Sam Club’s “Shoppers’ Club” membership program guarantees that all members will receive a free “Sundae Jingle” cookie the first time they shop during the holiday window. This free sample strategy was also highlighted in a related Food & Wine article about Sam Club’s “Seasonal Gift Card” promotion, where members receive a complimentary holiday treat in exchange for a $50 gift card purchase.
Food & Wine notes that the snack can also be purchased online through Sam Club’s website, which offers free shipping to members for orders over $50. The online store also features a “Holiday Gift Sets” page where the Sundae Jingle Cookie Crunch can be bundled with other Sam Club seasonal items such as “Peppermint Mocha Coffee Mix” and “Gingerbread Spice Mix,” which the article cites as complementary snack options for holiday gatherings.
Packaging Design and Marketing Tactics
The packaging for Sundae Jingle Cookie Crunch is an excellent example of how Sam Club uses visual storytelling to drive sales. The tin’s design draws on classic “sundae” imagery: a scoop of vanilla ice cream topped with a drizzle of chocolate, a sprinkle of chocolate chips, and a cherry on top. The “jingle” motif is introduced with a series of jingle‑bell icons that frame the product name, while a holiday‑green ribbon ties the tin together in a festive color palette.
The article includes a short interview with Sam Club’s marketing director, who explains that the “jingle” theme is meant to “evoke the sound of holiday cheer while also signaling a sweet, indulgent treat.” She also noted that the packaging is optimized for the in‑store layout: the bright colors and the playful, cartoonish style are designed to catch the eye at the front of the aisle, where holiday shoppers tend to spend most of their time. The tin is placed near the seasonal aisle, which also includes Sam Club’s “Holiday Gift Wrap” and “Christmas Tree Lights” displays, creating a cohesive “holiday zone” that encourages impulse purchases.
Another marketing angle highlighted by Food & Wine is the use of social media. Sam Club partnered with a popular food‑blogger to create a short “unboxing” video that showcases the product’s crunchy texture and vanilla‑chocolate flavor profile. The video was posted to Instagram and TikTok, and it has already amassed more than 30 000 likes in its first 48 hours. The snack’s Instagram feed includes a hashtag #SundaeJingle, which has become a trend on the platform for the holiday season.
The Bigger Picture: Seasonal Snacks at Sam Club
While the Sundae Jingle Cookie Crunch is the star of this particular Food & Wine article, the product is part of a broader trend at Sam Club toward seasonal snack lines that aim to bring comfort foods to a snack format. In a related article, Food & Wine reviewed Sam Club’s “Cinnamon Roll Cookie Crunch” (released in late October) and “Pumpkin Spice Latte Mix” (released in November). All of these items share a similar design philosophy: a familiar, indulgent flavor in a convenient, on‑the‑go package, and a brightly colored tin that invites a “quick indulgence” moment.
The article also cites a research report from the Grocery Marketing Association, which found that 65 % of shoppers are willing to pay a premium for a seasonal snack that offers a “novel experience” or “taste of comfort.” This statistic is key to Sam Club’s approach, which combines a high‑quality product with a strong visual identity and a targeted marketing campaign to drive both sales and brand affinity.
Final Thoughts
The Sundae Jingle Cookie Crunch is a masterful example of how Sam Club turns an ordinary snack into a holiday tradition. By combining a beloved dessert flavor with a crunchy, portable format, the product delivers the same indulgence of a sundae in a small, budget‑friendly tin. The bright packaging, the limited‑edition pricing strategy, and the marketing partnerships all work together to make the snack a “must‑try” for holiday shoppers.
For anyone looking to add a little extra sweetness to their holiday festivities — or simply in need of a quick, nostalgic treat — the Sundae Jingle Cookie Crunch offers a delightful way to indulge. And for the rest of us, it’s a reminder that sometimes the best way to celebrate the season is to treat ourselves to a few moments of pure, uncomplicated pleasure.
Read the Full Food & Wine Article at:
[ https://www.foodandwine.com/sams-club-seasonal-sundae-jingle-cookie-crunch-december-2025-11857677 ]
