Oreo has launched an updated recipe for its original black and white cookies, filled with even more cocoa.
Billed as its tastiest Oreo cookie yet, the new formulation is said to capture the perfect balance between the creme vanilla filling and the intensified cocoa-flavoured cookie.
It also retains its crunchy texture, ensuring that the signature ‘Twist, Lick, Dunk’ experience remains, noted the company.
The rollout of the revamped recipe will be supported by a marketing campaign, both above the line and below the line.
Meanwhile, the entire Oreo range has received a new look with refreshed packaging incorporating simple and bold graphics, a more vibrant blue logo, and an updated cookie shot. The cookie brand’s sustainability credentials are emphasised too.
“We are incredibly excited to roll out our tastiest Oreo cookie yet to shelves across the nation,” commented Violaine Menard, innovation manager for Oreo at Mondelēz International, which also owns a portfolio of baked snacking brands including Ritz and LU, as well as chocolate brands Cadbury Dairy Milk, Milka, and Toblerone.
“Oreo lovers are at the heart of everything we do, and this new recipe reflects our commitment to refine our products to meet evolving tastes and preferences of consumers whilst remaining true to our Oreo brand heritage. We hope that shoppers will enjoy the elevated Oreo experience,” Menard added.
Mondelēz claims Oreo is the world’s bestselling biscuit of the 21st century with global annual revenues of nearly $2.9bn (£2.2bn). It ranks among the top five brand Facebook pages worldwide, with a following of more than 40 million users representing over 200 countries.
Oreo cookies, especially the mini variant or its crumbs, are regularly used as toppings for sweet bakery treats such as doughnuts. Earlier this year, US retail chain Cinnabon unveiled its ‘Chocobon made with Oreo’ range of sticky buns created in partnership with the cookie firm. Its also a flavour option among Just Desserts Yorkshire’s range of single-serve cheesecakes for foodservice.
Mondelēz International has also recently announced a strategic partnership with Biscoff owner Lotus Bakeries to develop and market co-branded Cadbury chocolate products featuring the caramelised biscuit in the UK.
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