OREO COOKIES GET A NEW SHAPE

Oblong Version to Be Introduced This Summer

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NEW YORK (AdAge.com) -- Oreos have been orange, they’ve been chocolate-covered, they’ve even been Shrek Green. Now they’re going to be something other than round.
Photo: Hoag Levins
Designed for easier dunking, oblong Oreos and will be released in a limited edition for six weeks in June.

Dunk design
In a bid to capitalize on the dunk portion of the longtime “Twist, Lick, Dunk” theme for its Nabisco sandwich cookie, Kraft Foods this June will introduce a six-week limited-edition version of the typically O-shaped treat that is oblong and marked with messages including “soaked,” “soggy,” and “dry” lines for fun and easy dunking.

“We know the Oreo and milk ritual is vital” for the brand, said Kraft spokeswoman Laurie Guzzinati, explaining the reasoning behind the launch of Oreo Dunkers. Like with any limited edition, Dunkers’ success in the market during June and July will be the deciding factor whether to turn it into a permanent item, she said.

The debut of Dunkers will come without dedicated advertising but will coincide with the return of Kraft’s Oreo & Milk Jingle promotion, in which consumers can submit videos of themselves singing the song about the classic combination.

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