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The real reason Oreo keeps releasing new flavors
Oreo, the beloved chocolate sandwich cookie, has become synonymous with innovation and creativity in the world of snacking. Over the years, Oreo has delighted fans with a wide range of new flavors, from Mississippi Mud Pie to Piña Colada. But have you ever wondered why Oreo keeps introducing these exciting and sometimes unusual flavors? In this article, we explore the real reason behind Oreo’s constant flavor release and the impact it has on the brand.
Building interest in the OG
You might think that introducing new flavors would take attention away from the classic Oreo cookie. But according to Justin Parnell, senior director of Mondelez’s Oreo brand, it actually has the opposite effect. Novelty Oreos help drive interest in the original Oreo cookie. Parnell explains that when consumers see a limited-edition flavor, they are more likely to pick up the classic flavor they already know and love. In fact, sales of classic Oreos have outpaced sales of novelty Oreos by nearly 22 percent (via The New York Times).
Driving sales
Introducing new flavors has proven to be a successful strategy for Oreo. Sales of novelty Oreos have experienced significant growth of 12 percent over the past 12 years. This demonstrates the strong consumer demand for these unique taste experiences. Oreo’s ability to capture consumer attention with new and exciting flavors not only drives sales of the limited edition cookies, but also drives sales of the classic Oreo cookie.
The flavor innovation process
Developing a new Oreo flavor is no easy task. It takes a team of marketers, product development experts, researchers and food scientists dedicated to the process. The team goes through an “Oreo isolation period” where they carefully evaluate flavor options and narrow down their choices. The shortlisted flavors are then tested in focus groups with Oreo shoppers to ensure they appeal to loyal consumers, as well as light and non-buyers of the brand. In addition, the team considers the preferences of younger consumers to ensure the new flavors resonate with this important demographic (via People and HuffPost).
International Flavors
Oreo’s flavor innovation is not limited to the U.S. market. Some flavors are released exclusively in certain international markets. For example, flavors such as Hot Chicken Wing and Wasabi Oreo are only available in China and Brazil. According to Parnell, certain flavors or ingredients may not generate enough domestic demand to be considered successful, but they may find a receptive audience in other countries.
Limits to innovation
While Oreo is known for its creativity, there are certain boundaries the brand will not cross. One thing you will never see is a square Oreo. According to Parnell, the iconic round shape of the Oreo cookie is a fundamental part of its identity and will always be preserved.
Bottom line
The real reason Oreo continues to release new flavors is to generate interest in the original Oreo cookie and drive sales. By engaging consumers with limited-edition flavors, Oreo successfully promotes its classic cookie while satisfying the demand for unique and exciting taste experiences. The flavor innovation process involves a dedicated team that carefully selects flavors to appeal to a wide range of consumers. While some flavors remain exclusive to certain international markets, the brand remains committed to preserving the iconic round shape of the Oreo cookie. So the next time you indulge in a new Oreo flavor, remember that it’s not just about the novelty, it’s about the enduring love of the classic Oreo cookie.
FAQS
Why does Oreo keep introducing new flavors?
Oreo introduces new flavors to generate interest in the original Oreo cookie and drive sales. Introducing unique and exciting flavors helps capture consumer attention and drive sales of both limited edition and classic Oreo cookies.
How does the introduction of new flavors affect sales?
Launching new flavors has been a successful strategy for Oreo. Sales of novelty Oreos have grown 12 percent over the past 12 years, demonstrating strong consumer demand. In addition, the introduction of new flavors also drives sales of the classic Oreo cookie, which outpace novelty Oreo sales by nearly 22 percent.
How does Oreo come up with new flavors?
Developing new Oreo flavors involves a team of marketers, product development experts, researchers and food scientists. They go through an extensive process that includes evaluating flavor options, conducting focus groups with Oreo shoppers, and making sure the flavors appeal to both loyal and potential consumers, including younger demographics.
Are all Oreo flavors available around the world?
No, not all Oreo flavors are available worldwide. Some flavors are released exclusively in certain international markets. For example, flavors like Hot Chicken Wing and Wasabi Oreo are only available in China and Brazil. Oreo considers local demand and preferences when deciding which flavors to release in different regions.
Is there a limit to Oreo’s flavor innovation?
While Oreo is known for its creativity, there are limits to flavor innovation. One limit is the shape of the Oreo cookie itself. Oreo maintains its iconic round shape and does not produce square Oreos. The round shape is a fundamental part of the Oreo brand identity and is valued by consumers around the world.
Do new Oreo flavors impact the popularity of the classic Oreo?
Surprisingly, the introduction of new flavors actually increases the popularity of the classic Oreo cookie. When consumers see limited edition flavors, they are more likely to pick up the classic flavor they already know and love. The release of new flavors helps drive interest in the original Oreo cookie and contributes to its continued popularity.