OREO

OREO enters 100th year crossing the $2bn-mark

Kraft Foods brand, OREO, celebrates a century of unleashing the kid inside us all. But turning 100 has not slowed down this global brand, which grew nearly 25 percent in 2011 alone. And that momentum continued into the first quarter of 2012, with OREO growing double digits in North America and nearly 40 percent in Europe and developing markets.  

“The twist, lick and dunk of an OREO brings people together with a universal ritual cherished in more than 100 countries where OREO is sold,” says Irene Rosenfeld, chairman and CEO. “We’re delighted to bring the joy of the world’s top-selling cookie to more people than ever. In fact, OREO has had average growth of more than 17 percent annually since 2006. It surpassed $2 billion in annual revenues in 2011 – doubling sales over just five years ago.”  

For its first seven decades, OREO was primarily a North American brand, with limited expansion into developing markets. And while the brand grew double digits in developed regions like North America and Europe in 2011, developing markets are now the brand’s leading growth engine.

Today, OREO is sold in about 85 such countries, from China and India to Argentina and Mexico. Over the past five years, OREO has grown nearly 37 percent on average annually in developing markets, including gains of 50 percent in 2011. The brand is on track to reach $1 billion in annual revenues in these markets this year.   

“OREO is one of 10 power brands in developing markets where we put disproportionate focus and resource,” says Sanjay Khosla, President, Developing Markets.

“After its first 95 years, OREO had less than $200 million in annual revenues in developing markets. And by the end of 2012, we plan to make OREO a billion-dollar developing markets success – nearly five times the net revenues of just five years ago.”