Oreo’s newest cookie is stuffed with Oreos

New York
CNN
 — 

Prior to now, Oreo has partnered with Girl Gaga, Pokémon and Ritz on new limited-time flavors. Now, it’s working with … itself. And Martha Stewart.

The cookie model’s newest limited-edition cookie is an Oreo full of Oreos.

Dubbed “the Most OREO OREO,” the cookie is made with the standard chocolate wafers, stuffed (to the “Most Stuf” excessive) with a creme that has Oreo bits blended in, for a meta cookies-n-creme expertise. The flavour is accessible for pre-sale by means of the Oreo web site beginning Tuesday, and can hit cabinets at main retailers nationwide beginning on January 30 for a prompt retail value of $4.99.

The packages include a QR code that enables patrons to entry on-line video games and possibilities to win prizes within the so-called Oreoverse — Oreo’s entrée into the metaverse, a digital area the place folks work together by means of avatars. These with VR headsets can use them to entry the Oreoverse. Others can simply use their telephones or computer systems.

For manufacturers, the metaverse guarantees an entire new strategy to attain younger prospects, and Oreo isn’t the one model making an attempt to market to folks utilizing new on-line areas.

Coca-Cola

(KO) has paired its high-concept limited-edition flavors like Starlight, Byte and Dreamworld with on-line experiences together with digital live shows, digital outfits and customized locations inside video video games like Fortnite. Kraft Heinz

(KHC) has positioned Lunchable logos in Roblox, and Heinz-sponsored relaxation areas in Name of Obligation.

Oreo sees it as a brand new strategy to attain customers, and for them to work together.

“We like to create new alternatives for our followers to attach with one another,” mentioned Julia Rosenbloom, Oreo’s senior model supervisor, in a press release saying the brand new taste, noting “we’re so excited to enter the metaverse!”

To assist launch the Oreoverse, Oreo tapped Martha Stewart and Ryan McCallister, her gardener and quarantine buddy. On Monday, Stewart and McCallister will share their Oreoverse experiences on Oreo’s social media channels.

Stewart additionally lately partnered with Tito’s Handmade Vodka on a tongue-in-cheek marketing campaign that provides these observing dry January different methods to utilize vodka, llke placing a splash (or two) in a marinara sauce or deodorizing pungent boots.

— CNN’s Jordan Valinsky contributed to this report.