1/12/2024 0 Comments Oreo double stuf![]() But that was nothing like the hyper-evolving, perpetually repackaged, category-migrating Oreo. Coke evolved into Diet Coke, Cherry Coke, Diet Cherry Coke, and even Vanilla Coke. Yet close comparisons are hard to come by. To stop a micro-product from coming in, you attack yourself, all the time, before someone else attacks you.'' ![]() ''The industry term for this phenomena is line extension,'' says Alan Brew, a marketing expert at Addison, a corporate branding consultant in San Francisco. Nabisco, the creator of Oreos, merged with Kraft in 2000 and Kraft was spun off from Philip Morris a year later. Still, they marvel at how Kraft and Nabisco have found so many new ways to use Oreos and to get people to buy them. Chiefly, they worry about saturating the market, and there are some signs from Kraft Foods Inc. But, they warn, there are dangers in tinkering with valuable brands. Marketing experts say Oreo is not just a cookie anymore, it's practically a flavor. There are, for instance, Oreo O's breakfast cereal, Oreo ice cream, Oreo Jell-O, Oreo pudding crust, cake mix, frosting, brownies, granola bars, and, just in time for Halloween, Oreos with pumpkin-colored cream fillings. Not bad for a brand that is older than the automobile assembly line. Such versatility has helped to more than double the sale of all things Oreo over the last decade - close to $1 billion. And Reese's Pieces have become a cereal called Reese's Puffs.īut few foods are as ubiquitous as the humble charcoal-colored Oreo, which has a basketful of spinoffs, from candy bars to ice cream to pie crusts. Trix cereal has migrated into Yoplait yogurt. Nestlé candies are sprinkled on Chips Ahoy cookies. Snickers, for instance, flavor Edy's ice cream. Rather than spending millions to develop and market new brands, food marketers are stocking the shelves with new twists on old, familiar names. Marketing experts call it extending the heritage brand. The toothsome snack's progeny, like the flashier Fudge Mint Covered Oreo, the heftier Oreo Double Stuf and the bite-sized Mini Oreo, now crowd the cookie aisle, leaving the 91-year-old original wedged into the tiniest of corners. Finding old-fashioned Oreo sandwich cookies on supermarket shelves is no easy task these days.
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