new York
CNN
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Oreo is teaming up with singer Post Malone for its upcoming limited-edition cookie, featuring a first-of-its-kind filling for the brand.
For a limited time, Oreo is selling a cookie created with Malone that is filled with swirled cream, which mixes salted caramel and shortbread-flavored cream and is sandwiched between a chocolate cookie and a golden cookie. The cookies are engraved with nine designs inspired by the artist, such as vinyl records and a guitar pick.
It’s the latest creation for the cookie owned by Mondelēz, which regularly releases flavors to keep the 110-year-old brand in the cultural zeitgeist. In 2020, Oreo teamed up with Lady Gaga to launch pink cookies that became a viral sensation.
“Flavor innovations and collaborations, inspired by fan behavior, have become a pillar of our strategy to maintain the relevance of our portfolio of snack brands,” said Tanya Berman, senior vice president of Mondelēz , in a press release.
The “sweet new collaboration” goes on sale February 3 nationwide.
Collaborations, including those with Coca-Cola and “Star Wars,” resonate with customers and drive sales, executives said on an earnings conference call last year. Oreo is also one of Mondelēz’s largest brands, with revenue exceeding $4 billion in 2023.
Mondelēz was reportedly exploring a purchase offer from rival The Hershey Company last year, potentially to create one of the world’s largest confectionery companies. However, the offer was too low and was rejected. Hershey’s shareholder, who holds the vast majority of votes in the candy giant, has been reluctant to sell the brand.