Chipsmore (stylised as ChipsMore!) is a chocolate-chip cookie brand originating from Malaysia. It is best known for producing crunchy biscuits that contain a high concentration of chocolate chips. The brand has established a strong presence in the snack markets of both Malaysia and Singapore and currently operates within the portfolio of Mondelēz International in Malaysia.

The core marketing proposition of Chipsmore centres on the idea of “more chocolate chips, more enjoyment.” Products are designed to deliver a relatively high density of chips in every bite, distinguishing them from standard generic cookies.

Historical brand materials report the launch date as 1990, a timeline also supported by records indicating that ChipsMore chocolate-chip cookies have been sold in Malaysia since that year.

Origins

Chipsmore emerged in Malaysia around 1990 as a locally positioned brand. It was characterised as a home-grown Malaysian entity, with its identity built specifically around the abundance of chocolate chips rather than competing as a generic biscuit.

The brand developed within Malaysia’s competitive packaged-biscuit industry. Historical records indicate that Chipsmore products were manufactured and distributed in Malaysia before reaching other regional markets. A 1999 U.S. Department of Agriculture report listed Chipsmore among biscuit brands produced in Malaysia, identifying export destinations such as Singapore, Brunei, Indonesia, the Philippines, and Thailand.

The “50% More Chips” era

A significant milestone in the brand’s development occurred around 2000, when Chipsmore was relaunched with a “50% More Chips” proposition. This relaunch introduced distinctive bright-yellow packaging, which helped make the brand visually recognisable on supermarket shelves. The positioning reinforced the concept of obtaining more chocolate chips per cookie, establishing “more” as a fundamental element of the brand identity beyond just its name.

Chipsmore’s identity is defined by four key characteristics:

• Chocolate-chip abundance: The primary selling point is the generous quantity of chocolate chips.
• Crunchy texture: The cookies are marketed as crisp or crunchy, distinct from soft-baked varieties.
• Fun and accessible snacking: Traditional target audiences include children, families, and general snack consumers.
• Strong visual recognition: The yellow packaging, particularly following the 2000 relaunch, became closely associated with the brand. 1

The historical slogan “More Chips, More Fun!” encapsulates this positioning.

Today, Chipsmore is part of the Malaysian operations of Mondelēz International. Mondelēz describes its Malaysian business as a major snacking company with a portfolio of brands trusted by generations of local consumers. The company states that brands produced in Malaysia are halal-certified.

The corporate history involves several ownership changes. Historical sources associate the brand with companies including Danone and Kraft Foods before it became part of the modern Mondelēz portfolio. Trademark records involving ChipsMore identify the plaintiff as part of the Danone Group at an earlier stage, confirming sales in Malaysia dating back to 1990.

In simplified terms, the corporate lineage is: Chipsmore → Malaysian biscuit brand → various corporate ownership changes → Kraft Foods era → Mondelēz International

Chipsmore has expanded beyond its original format into multiple varieties and pack sizes. Historical ranges included Original, Hazelnut, Double Chocolate, Snow Choc, Choc Coated products, and various mini and sharing formats.

Recent product listings and halal records show the following variants:

• Chipsmore Original
• Chipsmore Double Choc
• Chipsmore Hazelnut
• Chipsmore Mini Original
• Chipsmore Mini Hazelnut
• Chipsmore Mini Oats Original
• Chipsmore Mini Oats Double Choc

The Malaysian halal directory lists these products under Mondelēz Malaysia Sdn. Bhd.

Chipsmore Mini

Chipsmore Mini extends the core brand into smaller, individually portioned cookies. The range includes Original, Hazelnut, and Oats varieties. These are described as convenient snack formats that retain the central proposition of high chocolate chip content. The smaller size allows the brand to cater to different consumption occasions, from individual quick snacks to multipacks intended for sharing.

Chipsmore Oats

The Chipsmore Mini Oats range introduces oats into the traditional chocolate-chip cookie formula. Current records identify Mini Chipsmore Oats Original and Mini Chipsmore Oats Double Choc. Product descriptions note that the Original variant contains Australian rolled oats. This extension demonstrates how the brand adapts its identity to new product propositions while maintaining its association with chocolate chips.

Cadbury Dairy Milk Chipsmore

Chipsmore has also served as a platform for brand collaboration. In 2020, Mondelēz Malaysia launched Cadbury Dairy Milk Chipsmore, combining Cadbury Dairy Milk chocolate with pieces of Chipsmore-style chocolate-chip cookies. Launched first in Malaysia, the product was positioned as a fusion of two familiar snack experiences: chocolate and chocolate-chip cookies. 4 This collaboration highlights how the recognizable Chipsmore identity can be incorporated into broader snack products.

Malaysia remains a crucial hub for Chipsmore. Mondelēz Malaysia operates manufacturing facilities in the country, with current products associated with Mondelēz Malaysia Sdn. Bhd. One listed manufacturing address is in Perai, Penang. 2

Registration records in the Philippines identify the Perai facility as the manufacturer of Chipsmore Mini Original Chocolate Chip Cookies for that market, illustrating the role of the Malaysian production base in serving overseas demand. 3

Chipsmore’s strongest cultural association is with Malaysia, where it has been sold since 1990. Historical material also describes it as a leading chocolate-chip cookie brand in Malaysia and Singapore. Beyond these core markets, Malaysian-produced Chipsmore products have historically been exported to numerous countries, including Brunei, Bangladesh, Canada, China, Hong Kong, Indonesia, Cambodia, the Maldives, Mauritius, Myanmar, Sri Lanka, Taiwan, Thailand, and Vietnam. Availability of specific products varies by country and time.

The marketing strategy for Chipsmore traditionally revolves around quantity and indulgence. Rather than focusing on sophistication, premium ingredients, or health benefits, the appeal is straightforward: providing more chips in a chocolate-chip cookie.

This proposition is reinforced by the name itself: Chips + more = Chipsmore. The “50% More Chips” relaunch strengthened this association by turning the physical characteristic of the product—the amount of chocolate chips—into the central brand promise. Messaging has historically emphasised fun, sharing, and enjoyable snacking for children and families.

From a branding perspective, Chipsmore represents a locally established food brand that achieved strong consumer recognition before becoming part of a major global snacking corporation. Its development illustrates several characteristics of the region’s packaged-food market:

1. Local adaptation: Developed for Malaysian consumers rather than imported as a foreign product.
2. Simple product differentiation: “More chips” provided an immediately understandable reason for choice.
3. Distinctive packaging: The bright-yellow visual identity differentiated it from competitors.
4. Product extensions: Expansion into variants like Hazelnut, Double Chocolate, and Oats.
5. Regional distribution: Production in Malaysia supported sales beyond the domestic market.

The name ChipsMore/Chipsmore has appeared in Malaysian trademark litigation. In the case Danone Biscuits Mfg (M) Sdn Bhd v Hwa Tai Industries Bhd, the court considered a dispute regarding the similarity between ChipsMore and ChipsPlus. This case serves as historical evidence confirming that ChipsMore chocolate-chip cookies had been sold in Malaysia since 1990 and held commercial significance in the local biscuit market.

For international readers, it is noted that Chipsmore is related to the naming of the global Chips Ahoy! product family, but it should not be described simply as an independent version of an unrelated cookie.

Chips Ahoy! is a Nabisco chocolate-chip cookie brand owned by Mondelēz International. 5 In several international markets, products associated with Chips Ahoy! have been sold under different names, including Chips More! in Malaysia. However, historical Malaysian records trace the ChipsMore product specifically to 1990, documenting its development and sale within the Malaysian biscuit industry. Therefore, a distinction is made between Chipsmore as the Malaysian brand identity/product line and Chips Ahoy! as the broader international Nabisco brand family.

As of 2026, Chipsmore remains an active brand in Malaysia under Mondelēz. Current halal records list multiple products, including Original, Double Chocolate, Hazelnut, and Mini Oats variants. The brand continues to build its identity around the basic proposition that established it decades ago: a crunchy chocolate-chip cookie with plenty of chocolate chips.

1. Chipsmore
2. ChipsMore! Mini Hazelnuts Chocolate Chip Cookies 80g – 4275549 – Xdara Hyperlocal
3. ChipsMore! Mini Original Chocolate Chip Cookies 80g – 4275264 – Xdara Hyperlocal
4. Malaysia first to launch new Cadbury Dairy Milk Chipsmore!
5. Chips Ahoy!