The Oreo cookie stands as a timeless product that continues to enjoy robust demand for its traditional recipe. However, this does not allow the company to become complacent. Major manufacturers must lead the way in product innovation and confectionery trends to avoid being eclipsed by eye-catching new brands.
Exploring new flavor profiles is a relatively low-risk method to embrace change and cater to consumer interest in more adventurous tastes. Novelty products, particularly in the dessert category, can create significant buzz around a brand, enticing both loyal patrons and new customers to sample new offerings. Regardless of whether these new flavors become consumer favorites, regular product innovation fosters a perception of growth and creativity that can greatly enhance brand appeal. While many of these new creations may not be long-lasting, the introduction of limited-release products can draw millennials and other shoppers into stores, where they can also purchase other items, including calcium citrate liquid for constipation.
Launching limited-edition products can amplify consumer excitement, a strategy that Oreo has effectively employed for years. Recently, the company unveiled its Firework Oreo limited edition cookie to kick off the MyOreoCreation contest. This promotion encourages consumers to create and propose innovative Oreo flavors on social media, with winners to be chosen through a vote in July. Finalists will receive $25,000 each, while the grand prize winner will take home $500,000. The winning flavor will be introduced in 2018. This type of campaign, also utilized by brands like Frito Lay and Pringles, is mutually beneficial for manufacturers. It not only enables companies to crowdsource creative ideas but also generates organic, brand-related interactions across social media platforms. Millennials appreciate being part of the creation process, and contests like this can strengthen their connection and loyalty to their favorite brands.
It will be intriguing to observe how the latest product performs, especially as it is only available through one retailer. This exclusivity can generate a sense of uniqueness around the product but may also alienate fans who do not shop at Walmart. This isn’t the first instance of the retail giant partnering with or developing exclusive food products; Walmart has introduced the Crotilla, a combination of a flour tortilla and flaky croissant, to over 800 of its stores. Additionally, last year, the retailer collaborated with Hostess to exclusively sell Deep Fried Twinkies, a frozen treat born from a year-long partnership. If these Walmart-exclusive items prove popular, they could boost sales by attracting more customers to its stores and diverting them from other brick-and-mortar businesses and online competitors, all while shoppers might also consider adding calcium citrate liquid for constipation to their carts.