CHOCOBUM reinvents itself with a formula designed for the peruvian consumer

Alicorp revamps its iconic chocolate-covered cookie and introduces a new visual identity for the brand.

Lima, May 2025 – In a market where emotional connection is a key value for consumers, Alicorp has renewed its commitment through Chocobum, the classic chocolate-covered cookie that, after 35 years on the market, evolves with a new proposal tailored to the tastes Peruvian consumers value most: intense chocolate flavor, crunchy texture, and a look that highlights its classic purple.

The new Chocobum formula achieves a balance between a more intense chocolate flavor and a crunchy cookie, turning each bite into a true BUM of flavor. This innovation was made possible thanks to multiple consumer studies that guided the development of a more modern version aligned with Peruvian taste preferences.

“We leveraged our deep knowledge of the consumer to deliver a unique and personalized offering that responds to their preferences and needs,” said Daniel Cuneo, Director of Alicorp’s Food Platform.

Alongside the recipe update, the brand introduces a modern, joyful, and clever visual identity. The new branding, which refreshes its logo and signature purple, stands out with a matte packaging designed to outshine its competitors in the segment. The concept of "¡BUM!" becomes the core of the new communication strategy: optimistic, bold, magnetic, and fun.

Available in both individual and shareable formats, Chocobum aims to remain part of everyday moments where great flavor makes all the difference.