[ad_1]
Leftovers is our look at a few of the product ideas popping up everywhere. Some are intriguing, some sound amazing and some are the kinds of ideas we would never dream of. We can’t write about everything that we get pitched, so here are some leftovers pulled from our inboxes.
Oreo picks Post for swirled flavor collab
Oreo is drawing inspiration for its latest cookie flavor from one of music’s most popular stars.
Mondelēz International said the Oreo flavor, a collaboration with music star Post Malone, contains a swirled creme layer — a first for the brand — that combines salted caramel and shortbread flavors sandwiched between one chocolate and one golden cookie. The snack also contains nine different embossments inspired by Post Malone’s music.
“Flavor innovations and collaborations, inspired by fan behavior, have become a mainstay in our playbook as a way to maintain relevancy across our portfolio of snack brands,” Tanya Berman, senior vice president of Mondelēz’s biscuit division, said in a statement.
Mondelēz consistently releases new Oreo flavors with novel tastes, and it’s not the first time the brand has turned to a pop star. In 2021, Oreo debuted its Lady Gaga flavor, a pink and green cookie concoction made in collaboration with the singer.
Oreo, which sells more than 60 million cookies per year, also has drawn inspiration from other brands for new varieties. Last summer, it partnered with Coca-Cola on two products: Oreo Coca-Cola Sandwich Cookie and a Coca-Cola Oreo Zero Sugar beverage.
In 2024, better-for-you soda brand Poppi released a new flavor made with Post Malone.
Limited-time offerings have proven to be a valuable tool for brands to connect with consumers. They reinforce consumer awareness of products they’re familiar with by encouraging them to try new formats and flavors.
Western Michigan University food marketing professor Dr. Russell Zwanka told Food Dive earlier this month the offerings also give shoppers a deadline and a sense of urgency to buy the products, increasing the likelihood they’ll make the purchase.
— Chris Casey
Optional Caption
Courtesy of Kraft Heinz
Velveeta enters on-the-go condiment space
Kraft Heinz is making it easier for consumers to take its popular Velveeta cheese on the go.
The food giant is launching single-serve, limited-edition packets of Velveeta called Vel2Go. The packets, which are similar to the Heinz Ketchup packets, are designed to make it easier to bring the cheese to places such as fries from a restaurant drive-thru or hotdogs at a stadium.
“Our fans know VELVEETA is more than just cheese – it’s a lifestyle of indulgence – a celebration of outrageous pleasure, and a siren’s call for others to go all in on the things they love,” Stephanie Vance, brand manager for Velveeta, said in a statement. “We created Vel2Go as a portable offering that’s more than just a condiment – it’s the ultimate wingman that unleashes craveability and big mood food in ways other condiments can’t.”
Vel2Go also allows the brand to tap into the demands of younger consumers. Kraft Heinz noted 25% of millennials and Gen Zers bring their condiments on-the-go to elevate their meals.
The launch comes nearly a year after Kraft Heinz brought Velveeta into queso in resealable jars, while simultaneously rolling out two new varieties of Shells & Cheese – the first additions to the lineup in 12 years.
Kraft Heinz previously estimated that shoppers purchase 125 million pounds of Velveeta loaf each year.
As the CPG manufacturer looks to generate $2 billion in incremental net sales by 2027, a key part of reaching that goal will be bringing well-known brands, such as Velveeta, into neighboring categories like it is doing with Vel2Go.
— Christopher Doering
[ad_2]
Source link
