Cookie and snack maker Pepperidge Farm has launched a new website that uses social networking to build a community around its products, reports The New York Times.

Pepperidge Farm's ArtoftheCookie.com is targeted at women and emphasizes the connections they have in their lives.

Through the site the company wants to position itself as facilitating friendships and downtime among women, who according to the company's research find themselves frazzled by their hectic schedules.

Sally Horchow, author of The Art of Friendship, will act as spokesperson for the campaign, which includes a hefty public relations push.

Unlike other ventures into the social networking space, ArtoftheCookie is well-branded by Pepperidge Farm.

The overall "Connecting through cookies" campaign will be supported by a bevy of print and online advertising.