New Oreo

US: Kraft launches the Triple Double Oreo

Kraft Foods has introduced a new Oreo variant, the Triple Double Oreo, which combines a layer of vanilla cream, a layer of chocolate cream and three chocolate wafers.

“Our fans’ passion and enthusiasm has challenged us to raise our game,” Jessica Robinson, associate director of consumer engagement, Kraft Foods said in a statement. “We are looking forward to engaging with Oreo fans as they share their twisting, licking and dunking moments with the new Triple Double Oreo cookie.”

The new cookie is actually a new take on Argentina’s Oreo “x3” (pronounced “Por Tres”) cookie, introduced in 2010.

“The birthplace of Oreo is America, but it’s one global cookie,” says John Ghingo, senior director of global marketing for Oreo.

Kraft’s Nabisco unit will launch television advertising featuring Shaquille O’Neal, Eli Manning, Venus Williams and Apolo Ohno in early September.

Kraft has been juicing up its investment in Oreo in recent years. The company considers Oreo, a $1.5-billion brand, and the world’s best-selling cookie by sales, to be one of its global “power brands.”

In the company’s most recent earnings call, CEO Irene Rosenfeld said Oreo sales are up 22 percent over the first two quarters. Kraft recently introduced the brand to India.

The company has popularized its iconic sandwich cookie in other areas of the world with regionally-specific versions, like green tea filling in Asia.

Oreo, and brands like Chips Ahoy, Trident, Tang, and Jacobs coffee, have been described as central to Kraft’s strategy for the $32-billion global snacking company it plans to create next year as it sheds a $16-billion grocery business.

Source: Chigaco Tribune