BJ’s Restaurant & Brewhouse has teamed up with candy legend SNICKERS to launch the ultimate dessert collab—the SNICKERS Pizookie. Starting April 17, diners can indulge in this ooey-gooey, nutty-chocolate treat featuring BJ’s signature cookie base, stuffed with chunks of SNICKERS, topped with vanilla ice cream, a chocolate cone drizzle, caramel, and—you guessed it—more SNICKERS. The limited-time dessert is only available for dine-in, so dessert lovers, take note. With nostalgia, indulgence, and shareability baked in, this launch has everyone talking (and drooling).
The glow-up: SNICKERS just got pizookified
BJ’s Restaurants, known for their crowd-favorite Pizookie, has gone full candy mode. In partnership with Mars, they’ve unveiled the SNICKERS Pizookie: a warm, skillet-baked cookie filled with the chocolate-caramel-nut goodness of SNICKERS, layered with creamy vanilla ice cream and drizzled in sweet sauces for an over-the-top treat. SNICKERS treats: where snack time gets serious!
“After relaunching our successful Fryckle Pizookie, we were torn on what Pizookie to launch to our guests next—a Broccoli Cheddar Pizookie or a more traditional, sweet Pizookie. After flirting with the idea of another savory Pizookie, our sweet tooth kicked in and we knew we had to give BJ’s guests everything they deserve and more—a Pizookie made to be shared, savored and celebrated together—the SNICKERS Pizookie! Collaborating with SNICKERS and making a Pizookie with such an iconic candy has not only allowed us to up our Pizookie game, but hopefully bring real joy to our guests.” Heidi Rogers, senior vice president of marketing at BJ’s Restaurants, Inc.
This isn’t just a dessert; it’s a mood.
Power duo: BJ’s + Mars = sweet magic
- BJ’s Restaurant & Brewhouse: The creators of the world-famous Pizookie, blending comfort food with craft beer vibes.
- Mars, Incorporated: Makers of iconic global brands like SNICKERS, M&M’s, and DOVE, and now co-creators of BJ’s latest indulgence.
Cookie goals, unlocked
In an age where plant-based everything and sugar reduction dominate the food scene, the SNICKERS Pizookie is a reminder that there’s still a place for fun, nostalgic indulgence.
- Retail Meets Restaurant: Candy brands crossing over into restaurant menus shows the power of licensing and collaboration.
- Limited-Time Buzz: LTOs (limited-time offers) like this help restaurants drive traffic, especially among younger consumers looking for “Instagrammable” treats.
- Dessert is Getting a Rebrand: With unique builds and collabs, desserts aren’t just an afterthought—they’re center stage.
Dessert dream team
This launch isn’t just about dessert—it’s about strategy.
- Brand Synergy: Mars extends SNICKERS beyond retail, while BJ’s taps into household-name nostalgia.
- Experiential Dining: The SNICKERS Pizookie offers more than flavor—it’s a conversation starter.
- Ingredient Watch: Expect more demand for candy mix-ins, dessert sauces, and novelty cookie bases in foodservice supply chains. Wholesale dessert ingredient suppliers, take note.
Indulgence is back, baby
The SNICKERS Pizookie isn’t trying to be healthy—it’s here to be legendary. In a food landscape filled with functional ingredients and wellness claims, this collaboration leans all the way into indulgence and fun. Whether you’re a manufacturer watching cross-branding trends or a wholesaler looking at ingredient sourcing for desserts, this is a sweet reminder that joy sells.
For more insights on dessert trends, private label solutions, or sourcing wholesale ingredients (yes, even those candy pieces and cookie bases), reach out to our team or explore our range of indulgent offerings. Let’s make dessert the main event!
