EAST HANOVER, N.J. — Mondelez International Inc. is adding a new twist to the iconic Oreo cookie.
The company on Monday announced Oreo Thins, described as a “grown-up” version of the popular snack. Following “thin” cues in technology, Oreo Thins are crisp cookies with a narrower silhouette, with a serving size of 140 calories for four cookies versus 160 calories for three of the original Oreo cookies.
Oreo Thins are slated to become available in stores nationwide starting on July 13 in original, golden and mint flavors at a suggested retail price of $4.59.
Mondelez said the product will be a permanent addition to the Oreo cookie line.
“At Oreo, we know that some of our fans have grown up and that their tastes have grown up too,” stated Patty Gonzalez, senior brand manager for Oreo at Mondelez International. “With this in mind, we’re excited to introduce Oreo Thins as a new take on the classic cookie. The crisp and delicate texture of Oreo Thins was specially designed for fans who love the taste of Oreo but are looking for a more sophisticated cookie.”
The company added that the Oreo Thins launch will be supported by a 360-degree marketing campaign, beginning today, which will be led off by a “Thinvitation” to fans on Oreo social channels starting July 7 in which they can get a one-time code to enter at OREOThinvitation.com for a chance to receive a free taste of Oreo Thins. And airing on July 20 will be a new television commercial that will feature visual cues to emphasize the thin, crisp nature of Oreo Thins.
There will also be engaging content on Oreo social channels, including a playful video that shows how the more sophisticated Oreo Thins give the “forgotten” pinky finger a new reason to be, and a series of new etiquette rules around how to “properly” enjoy the Oreo Thins.