In 2003, Wheeling, Ill.-based Cookie Specialties Inc. eliminated trans fats from their 30-year-old Matt's Chocolate Chip Cookie recipe by using a blend of palm, soybean and canola oils. Originally, Cookie Specialties used partially hydrogenated soybean oil. None of their loyal customers asked for the change, however, the company's primary motivation came from a Whole Foods Market policy citing that the natural foods grocery chain would no longer carry any product in their bakeries that contained trans fat. Though Cookie Specialties had only changed the formula twice in 30 years, company officials knew that hydrogenation soon would become an issue and switching to “no trans fat” was worth the risk.
Like many bakers, Matt Pierce, vice president of Cookie Specialties, decided to pursue a palm oil blend because palm oil contains more solid fat at room temperature than most other oils. Nevertheless, it took five to six years to perfect the final cookie formula. The main challenge was determining where to start and how to find a supplier to make a substitute for partially hydrogenated oil, the baking industry staple. “Before that, we tried a number of oils that tasted weird, not bad, just weird,” says Pierce. As a result of the new oil blend, Pierce's company expects to reap satisfying results after introducing a “no trans fat” re-formulation of their fresh baked products in June 2003. Thus far, they've had no complaints from customers.