Oreo Firework popping candy on-trend, but is Mondelēz missing adult market?

By Oliver Nieburg

- Last updated on GMT

Firework Oreo the latest addition for the $2.9bn brand. Photo: MDLZ
Firework Oreo the latest addition for the $2.9bn brand. Photo: MDLZ

Related tags Cadbury plc Oreo

Popping candy flavored Oreos will appeal to younger consumers, but Mondelēz may look to sophisticated flavors next to seize on sales among adults, says Mintel’s director of insight.

Mondelēz International this week launched limited edition Firework Oreo cookies with popping candy crème in the US.

It also kicked off its Oreo Wonder Vault competition, inviting consumers to develop new flavor concepts with a chance to win $500,000.

oreo firework1
Limited edition Oreo Firework hit US store shelves on Monday. Photo: MDLZ.

‘Logical next step’

Marcia Mogelonsky, director of insight at Mintel Food and Drink, told ConfectioneryNews: “Oreo has already adapted a number of confectionery trends - from Red Velvet Oreos to Birthday Cake Oreos, and looking to popping candy to give added texture to the filling is a logical next step.”

She said popping candy has featured in product launches across categories in recent years.

For example in chocolate bars such as Chuao Firecreacker Chocolate or Cadbury Dairy Milk Marvellous Creations, in biscuits such as Oki-Doki Choco-Banana Bars, as well as in ice creams like Cadbury Crunchie Blast Honeycomb in South Africa.

Oreo Salted Caramel Thins for the adult market?

“Like Birthday Cake, Popping Candy flavored Oreos is a choice that keeps the product aimed at younger consumers,” ​said Mogelonsky.

“This is not a bad place to be, but I wonder if Oreo is considering as a next step focusing on more sophisticated flavor blends.

"Perhaps Oreo Salted Caramel Thins will bring the product back into "adult" territory,”​ she said.

Oreo launched a light-bite Thins​ variant to the US in 2015 after the skinny SKU enjoyed some success in China.

Oreo creation contest

Mondelēz looks to Oreo fans to decide the next flavor. Photo: MDLZ.

Mondelēz’s #MyOreoCreation​ contest is its first consumer co-creation project for the brand.

Mogelonsky said: “Crowdsourcing flavor ideas is something that has been successful for Lays [Pepsico’s potato chips brand], and it has been adopted by manufacturers in a number of countries.”

The Oreo competition invites US residents over-18 to submit one idea per person a day on Instagram or Twitter by uploading a photo, video or by using the hashtags #MyOreoCreation #Contest.

Mondelēz will select three finalists based on taste appeal (40%), creativity (30%) and originality (30%).

They will each win $25,000 and Mondelēz will launch their product concepts in select US retailers in May 2018.

A consumer vote will decide the winner of the $500,000 prize.

Consumers can enter from today until July 14, 2017.

Mogelonsky suggested a potential mash-up of a mash-up: the Cronut Oreo. Submissions to date have included a Monster Energy drink Oreo, Krispy Creme Oreo and Red Wine Oreo.

Ideas from fans on Twitter...

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