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In the past, Oreo has collaborated with Lady Gaga, Pokémon and Ritz to create new limited edition flavors. Now it’s collaborating with… herself. And Martha Stewart.

The brand’s latest limited edition cookie is an Oreo with Oreo filling.

The cookie, called “Most OREO OREO,” is made from regular cream-filled chocolate wafers (Most Stuf on the end), into which Oreo pieces are swept to create a cookie and creamy feel. The flavor has been available for pre-sale on Oreo’s website since Tuesday, and will be available on shelves at major retailers nationwide on Jan. 30 at a suggested retail price of $4.99.

The packs carry a QR code that allows customers to access online games and win prizes in the so-called Oreoverse, Oreo’s entry into the metroworld, a virtual space where people interact through avatars. Those with virtual reality headsets can use them to access Oreoverse. Others can simply use their phones or computers.

What Limited-Edition Flavor Did Oreo Debut This Week?

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For brands, the metaverse promises a whole new way to attract younger shoppers, and Oreo is not the only brand trying to appeal to people using the new online spaces.

Coca-Cola (KO) is pairing its high-concept limited-edition flavors, such as Starlight, Byte and Dreamworld, with online experiences that include virtual concerts, digital costumes and special locations in video games like Fortnite. Kraft Heinz (KHC) has placed Lunchable logos in Roblox and Heinz-sponsored lounge areas in Call of Duty.

Oreo sees this as a new way to capture consumers’ attention and engage with them.

“We love creating new opportunities for our fans to connect with each other,” said Julia Rosenbloom, Oreo’s senior brand manager, in a statement about the new flavor, noting, “We’re excited to enter the metaverse!”

To help launch Oreoverse, Oreo invited Martha Stewart and Ryan McCallister, her gardener and quarantine partner. On Monday, Stewart and McCallister will share their experiences with Oreoverse on Oreo’s social media channels.

Stewart has also recently collaborated with Tito’s Handmade Vodka on a mock campaign that suggests other ways to use vodka, such as adding a splash (or two) to marinara sauce or deodorizing smelly shoes, for those looking at a dry January.
In the past, Oreo has collaborated with Lady Gaga, Pokémon and Ritz to create new limited-edition flavors. Now it’s collaborating with… herself. And Martha Stewart.

The brand’s latest limited edition cookie is an Oreo with Oreo filling.

The cookie, called “Most OREO OREO,” is made from regular cream-filled chocolate wafers (Most Stuf on the end), into which Oreo pieces are swept to create a cookie and creamy feel. The flavor has been available for pre-sale on Oreo’s website since Tuesday, and will be available on shelves at major retailers nationwide on Jan. 30 at a suggested retail price of $4.99.

The packs carry a QR code that allows customers to access online games and win prizes in the so-called Oreoverse, Oreo’s entry into the metroworld, a virtual space where people interact through avatars. Those with virtual reality headsets can use them to access Oreoverse. Others can simply use their phones or computers.

For brands, the metaverse promises a whole new way to attract younger shoppers, and Oreo is not the only brand trying to appeal to people using the new online spaces.

Coca-Cola (KO) is pairing its high-concept limited-edition flavors, such as Starlight, Byte and Dreamworld, with online experiences that include virtual concerts, digital costumes and special locations in video games like Fortnite. Kraft Heinz (KHC) has placed Lunchable logos in Roblox and Heinz-sponsored lounge areas in Call of Duty.

Oreo sees this as a new way to capture consumers’ attention and engage with them.

“We love creating new opportunities for our fans to connect with each other,” said Julia Rosenbloom, Oreo’s senior brand manager, in a statement about the new flavor, noting, “We’re excited to enter the metaverse!”

To help launch Oreoverse, Oreo invited Martha Stewart and Ryan McCallister, her gardener and quarantine partner. On Monday, Stewart and McCallister will share their experiences with Oreoverse on Oreo’s social media channels.

Stewart also recently collaborated with Tito’s Handmade Vodka on a mock campaign suggesting other ways to use vodka, such as adding a dash (or two) to salsa

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