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Oreo Jumps On “Slim Snack” Bandwagon

July 6, 2015: 12:00 AM EST
The $3 billion a year (global sales) Oreo cookie brand is shrinking in size, cream filling amount and calories. Sporting what Mondelez calls a “sophisticated” look that it hopes will appeal to former Oreo lovers, the popular treat will be available in mint, classic, and “golden” flavors. The rebranding effort follows in the wake of other rebranded (smaller, more savory) snacks, including Ritz's Crisp & Thins, Triscuit's Thin Crisps and Kraft's Wheat Thins. Analysts don’t see the trend slowing any time soon, and Mondelez hopes the slimmer Oreo will give the company a badly needed shot in the arm. Its North American cookie business wilted in the first three months of 2015.
Brennan Weiss, "Oreo, world’s top-selling cookie, targets ‘lapsed users’ with slimmed-down variation", The Washington Times, July 06, 2015, © The Washington Times, LLC
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