Oreos.Photo: Oreo
The creators behind Oreo’s limited-edition flavors and collaborations are always busy churning out new ideas — and for good reason.
In a new interview withThe New York Times, Justin Parnell, the senior director of the Oreo brand, revealed that the reason the company is continuously rolling out new flavors is to actually draw consumers back to its plain, original cookie.
Beginning with the Birthday Cake Oreo in 2012, which commemorated the 100th anniversary of the classic cookie, the brand has since created Blueberry Pie Oreos, Maple Creme Oreos, Peeps Oreos, S’mores Oreos, Mystery Oreos (which were churro flavored), Crispy Tiramisù Oreos and more.
“When we do it well, it drives our classic Oreo cookie, as well as the sales of the limited edition,” Parnell said of releasing limited-edition flavors.
He explained that when going to the store, many consumers will “pick up that classic Oreo variety that they love, whether it’s the original or Golden or Double Stuf, in addition to the limited edition.”
Parnell also shed light on how Oreo’s flavor innovation team comes up with all its new ideas.
“Their job is really how do we continue to excite our fans and drive growth through flavor innovation,” he told theTimes.
The team, which is made up of marketers, product developers, researchers and food scientists, will come together for an “Oreo ideation period” where they narrow down their flavor options from about 50 to a dozen.
The group also works with chefs to “understand what is trending” when developing a new flavor. According to Parnell, new flavors are usually created 18 to 24 months before they hit shelves.
source: people.com
