EAST HANOVER, N.J. -- Mondelez International Inc. is rolling out Oreo Thins, a crisp, delicate cookie that retains the Oreo cookie taste. The cookie is not a diet Oreo, but it is aimed at adult consumers.
"At Oreo, we know that some of our fans have grown up and that their tastes have grown up too," said Patty Gonzalez, senior brand manager for Oreo at Mondelez. "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 serving size for Oreo Thins is four cookies for 140 calories vs. three original Oreo cookies for 160 calories.
As a permanent addition to the Oreo line, Oreo Thins will be available nationwide beginning July 13 in the Original, Golden and Mint flavors at an suggested retail price (SRP) of $4.59.
Mondelez will support the launch of Oreo Thins with a 360-degree marketing campaign kicking off July 6.
It will include:
- A "Thinvitation" to fans on Oreo social channels starting July 7 where they can obtain a one-time-only code they can enter at OreoThinvitation.com for a chance to receive a free taste while supplies last.
- A TV launch spot by The Martin Agency. Debuting July 20, it features visual cues to help emphasize the thin, crisp and delicate nature of Oreo Thins.
- Engaging content on Oreo social channels, including a video that illustrates how the more sophisticated Oreo Thins gives the "forgotten" pinky finger a new reason to be, and a series of new etiquette rules around how to "properly" enjoy the Oreo Thins.
Northfield, Ill.-based Mondelez is a global snacking company with 2014 revenue of $34 billion. It is a world leader in biscuits, chocolate, gum, candy, coffee and powdered beverages, with billion-dollar brands such as Oreo, LU and Nabisco biscuits; Cadbury, Cadbury Dairy Milk and Milka chocolate; Trident gum; Jacobs coffee and Tang powdered beverages.
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