Watermelon Oreos, Watermelon in cookie form.Nabisco hopes Oreo purists and non-fans alike will be taking a bag of the new, limited edition fruit-flavored cookies to their next picnic.
The Watermelon Oreos, available only at Target (TGT)
for $3 a package, feature a bright pink and green creme filling between
two vanilla-flavored cookies; the creme bears a strong resemblance to
Play-Doh. Two cookies contain 150 calories, 7 grams of fat and 21 grams
of carbohydrates.FoodJunk.com’s conclusion: “The vanilla cookies take up most of the space on the flavor profile pie chart. Seventy-five percent or so. But it’s the subtlety of the cream that makes the cookie work as a whole. Too much watermelon, and the effort would be a mess.”
"We think that Watermelon is a
fun summer creme flavor that goes great with our Golden Oreo cookie," a
spokeswoman for Mondelez Global (MDLZ) said in an email. (Mondelez owns Nabisco, which makes Oreos, in addition to other snack foods including Triscuit, Wheat Thins, Chips Ahoy and Ritz. It was formerly Kraft Foods Inc. and is a spinoff of Kraft Food Groups, Inc.)
Weird, counterintuitive flavors aren’t new; newfangled concoctions
are one way snack food makers have to differentiate themselves in a
crowded industry. Earlier this year Lay’s (owned by Pepsico Inc.) unveiled Cheesy Garlic Bread potato chip flavor, the winner of its $1 million "Do Us a Flavor" contest. And (in an arguably stomach-turning move) Pringles last year introduced White Chocolate Peppermint and Pumpkin Pie Spice potato chip flavors.“These line extensions have been happening for quite some time and will continue to happen. It brings excitement to a category and brings consumers to a particular aisle in the grocery store,” says Erin Lash, a senior equity analyst at Morningstar who covers consumer product companies. Consumers are still keeping a tight grip on their wallets, and have even shown more willingness to trade down to lower-priced offerings, Lash says. So branded companies have to continuously innovate to compel consumers to stay loyal and continue to purchase their items over a cheaper private-label brand.
Oreo itself has a history of limited-edition cookies, which has included gingerbread, candy corn, dulce de leche, birthday cake, Creamsicle, and Shure, Bert, another recent addition.
Junkfoodguy author Eric Adam Huang says brand name companies such as Frito-Lay, Nabisco
and Pepperidge Farm are responding to flavor trends being tested either
by smaller companies or competitors. Pringles released limited-time
only Frank's Hot Sauce flavored Pringles shortly after Ruffles came out
with their Molten Hot Wing flavored potato chips. And when, for example,
a small gelato company such as Talenti starts gaining nationwide
traction, Haagen-Dazs releases their own complete gelato line, Huang says.
What do you think of Watermelon Oreos? Have you tried them? If not, would you?
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