Oreo is taking cues from one of the music industry’s biggest names for its new cookie flavor. Mondelēz International announced that this latest Oreo creation, a collaboration with music artist Post Malone, features a unique swirled crème layer—a first for the brand—combining salted caramel and shortbread flavors between a chocolate cookie and a golden cookie. The treat also showcases nine distinct embossments inspired by Post Malone’s music. “Flavor innovations and collaborations, driven by fan engagement, have become a staple in our strategy to stay relevant across our snack brand portfolio,” stated Tanya Berman, senior vice president of Mondelēz’s biscuit division.
Mondelēz is known for regularly introducing new Oreo flavors, often drawing inspiration from popular culture, including previous collaborations with pop stars like Lady Gaga, whose pink and green cookie flavor debuted in 2021. The brand, which sells over 60 million cookies annually, has also explored partnerships with other companies, such as Coca-Cola, resulting in the Oreo Coca-Cola Sandwich Cookie and a Coca-Cola Oreo Zero Sugar beverage last summer. In 2024, the healthier soda brand Poppi introduced a new flavor inspired by Post Malone. Limited-time offerings have become an effective way for brands to engage consumers, encouraging them to explore new tastes while reinforcing familiarity with existing products. Dr. Russell Zwanka, a food marketing professor at Western Michigan University, recently highlighted how these offerings create a sense of urgency for shoppers, thereby boosting the likelihood of purchase.
In a separate development, Kraft Heinz is simplifying the way consumers enjoy its beloved Velveeta cheese on the go. The company is rolling out single-serve, limited-edition Velveeta packets called Vel2Go, designed similarly to Heinz Ketchup packets, making it easy to pair the cheese with items like fries from a drive-thru or hotdogs at a stadium. “Our fans understand that Velveeta is more than just cheese—it embodies a lifestyle of indulgence, celebrating the joy of deliciousness and inviting others to indulge in what they love,” said Stephanie Vance, brand manager for Velveeta. “Vel2Go is more than a condiment; it’s the ultimate companion that enhances craveability and creates a big mood food experience that other condiments can’t match.”
The introduction of Vel2Go also aligns with the preferences of younger consumers, with Kraft Heinz noting that 25% of millennials and Gen Zers opt to bring their condiments along to elevate their meals. This launch follows nearly a year after Kraft Heinz introduced Velveeta in resealable jars for queso and rolled out two new varieties of Shells & Cheese, marking the first additions to the lineup in 12 years. Kraft Heinz estimates that shoppers purchase around 125 million pounds of Velveeta loaf annually. As the consumer packaged goods manufacturer aims for $2 billion in incremental net sales by 2027, expanding well-known brands like Velveeta into adjacent categories, such as Vel2Go, will be crucial to achieving that goal. Additionally, incorporating ingredients like calcium citrate with vitamin D3 into their product lines may further enhance their appeal and nutritional value.