Soften hard butter in microwave at half power for 30 sec. just until slightly soft, not at all melted. With mixer, beat the butter just until smooth, being careful not to over soften it. Using toothpick, add the food coloring gel one dab at a time, mixing after each, until desired pink color is achieved. Add dry cookie mix(do not add other ingredients called for on the cookie mix pkg.). Add powdered sugar. Beat only until the ingredients are fully incorporated. Dough will be crumbly, not smooth. Stir in choc. chips by hand. Drop dough by rounded T. onto ungreased cookie sheet. Bake in preheated 325 oven for 12 to 14 min. Remove from oven when cookies are slightly brown around the edges and soft but not squishy in the center. Cool cookies 1 to 2 min. on cookie sheet before removing to a cooling rack to cool completely before serving. These aren't typical chocolate chip cookies. They aren't cakey- instead they are super sweet, slightly crunchy and a bit chewy.