Millie's Cookies

Friendly and always baking

Millie’s Cookies is the UK’s leading dedicated cookie retailer serving American style, freshly baked cookies and muffins all day, every day. Millie’s cookies are created with premium ingredients, such as Belgian chocolate chunks and real butter. The brand’s philosophy is fun and friendly and it understands everyone should treat themselves sometimes. An emphasis on welcoming, smiling service and the vibrant colours of the brand’s identity all help to underscore the Millie’s zest for life, while the lure of the aroma of fresh baking is a central feature of the Millie’s appeal.

All Millie’s cookies are baked in store to provide the freshness its customers expect, and ovens and cooling racks are visible to customers, so they can see for themselves exactly where their product was baked. Millie’s premium products range from classic standard size cookies (available individually, bundled or in treat boxes), giant cookies, including a personalised iced option, ice cream, muffins, fair trade coffee and hot and cold beverages. Special limited editions to celebrate events such as Valentine’s Day, Easter and even the British royal wedding in April 2011 add extra appeal throughout the year. Flavours include classic favourites Double Choc and Choc and Toffee as well as the more exotic Banoffee or Raspberry and White.

To complement the range, Millie’s also offers freshly baked muffins with flavours including Double Chocolate or Blueberry. There’s also a range of cookies ‘n’ ice-creams, which offer popular cookies flavours combined with smooth ice cream and served with a choice of delicious toppings. In addition, Millies also offers a range of hot and cold drinks including fruit smoothies and shakes.

Essentially feminine in its appeal, two thirds of the brand’s core audience is female aged 16 to 35, and its secondary audience is women aged 25 to 35. Much-loved, the brand inspires considerable loyalty from a large number of enthusiastic customers, who have access to special offers and promotions as well as the latest news on new products and store openings via an exclusive ‘Cookie Club’.

At rail stations, the outlets are designed to assist speed, efficiency and ease of choice for the traveller in a hurry. The brand is predominantly offered in stores without seating, while a kiosk format serving products baked in the main store can extend sales and are ideal for smaller spaces such as mall walkways.

Today Millie’s has grown to 111 stores, 90 of which are in shopping centres, with 16 in rail stations. The brand has expanded outside the UK, and can now be found in Malta, France, Germany and Egypt. In 2010 Millie’s Cookies celebrated being 25 years old – when the brand commemorated the anniversary of the opening of its first store in Selfridges on London’s Oxford Street.