Introducing new and exciting product ideas is our specialty. From intriguing to amazing to completely unexpected, we have a variety of concepts that catch our eye. Here are some highlights from the latest pitches we’ve received.
Post Malone Collaborates with Oreo for Swirled Flavor
Oreo’s newest cookie flavor is inspired by one of the music industry’s biggest stars.
Mondelēz International has announced a collaboration with Post Malone for a unique Oreo flavor. This innovative cookie features a swirled creme layer, combining salted caramel and shortbread flavors between a chocolate and golden cookie. Additionally, the snack showcases nine embossments inspired by Post Malone’s music.
Tanya Berman, senior vice president of Mondelēz’s biscuit division, expressed, “Flavor innovations and collaborations, inspired by fan behavior, have become a mainstay in our playbook to maintain relevancy across our snack brands.”
Mondelēz is known for releasing new Oreo flavors with novel tastes, often in collaboration with popular figures. Previously, the brand partnered with Lady Gaga for a unique cookie flavor.
Oreo, selling over 60 million cookies annually, has also collaborated with other brands for new varieties. Last summer, they teamed up with Coca-Cola for two products.
In exciting news, better-for-you soda brand Poppi has released a new flavor featuring Post Malone.
Limited-time offerings, like these collaborations, create a sense of urgency for consumers to try new products and formats.
— Chris Casey
Velveeta Launches Vel2Go for On-the-Go Cheese Indulgence
Kraft Heinz is revolutionizing on-the-go cheese consumption with the introduction of Vel2Go, single-serve Velveeta packets.
Designed for convenience, Vel2Go packets make it easy to enjoy Velveeta on various foods, from fries to hotdogs.
Stephanie Vance, brand manager for Velveeta, describes Vel2Go as more than just cheese – it’s a lifestyle of indulgence and pleasure, enhancing meals in ways other condiments can’t.
This launch caters to the preferences of younger consumers, with 25% of millennials and Gen Zers bringing condiments on-the-go.
Last year, Kraft Heinz expanded the Velveeta lineup with queso in resealable jars and new varieties of Shells & Cheese, marking the first additions in 12 years.
As Kraft Heinz aims to drive incremental sales by 2027, expanding well-known brands like Velveeta into new categories, such as with Vel2Go, is a key strategy.
— Christopher Doering