Mondelez introduces Extra Stuf Oreo thins7 Jan 2022
Milk’s favorite cooking is getting a facelift this year with a new Oreo Thins Extra Stuf line. Mondelez is debuting this permanent addition to the Oreo portfolio in January. The classic chocolate and cream cookie will have “nearly double the amount of cream,” as the regular Thins according to the company.
Oreo Thins were first launched in 2015 as Mondelez looked to tap into the then-emerging better-for-you market with a bid for indulgence but at a smaller scale. This launch swings the pendulum in the opposite direction with “a bit more creme for extra enjoyment.”
Adding another layer of cream to the center of this cookie sandwich unsurprisingly adds a few calories. While still fewer than in the regularly stuffed Oreo cookies, the Thins Stuf will have almost 10 extra calories as compared to the original Oreo thins.
Reinventing the cookie that has been on shelves since 1912 is an ongoing effort for Mondelez. Available in over 100 countries worldwide, the cookie comes in flavors as diverse as dulce de leche and firework — an option that had a popping candy mixed into the creamy center. There is even the occasional mystery flavor and crowdsourced temporary additions to the lineup.
This approach has made Oreo a successful brand. In 2018, Mondelez said the Oreo brand brought the parent company close to $3 billion. Now, the brand has one more option in its arsenal, albeit a more indulgent one. However, in light of the fact that more consumers are seeking out indulgent treats for snacks, adding more cream to the center of a thin Oreo may be a good idea. The Hartman Group conducted a study in 2020 that found that 55% of people snacked for comfort while 74% consider “treating oneself” as the primary motivator for snacking.
While this interest in comfort snacking spiked sharply during the pandemic, its popularity has held steady since. The renewed interest in this sort of snacking has led other large companies to also take this path. Nestlé recently launched Rallies snacking bombs and in December, Danone North America released an apple pie parfait made with Oikos Greek Nonfat yogurt.
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