Mondelez Takes Oreo Brand on a Summer Tour

Mondelez International has sent its Oreo brand on tour. The company is celebrating a newly reformulated version of its popular Oreo Cakesters brand, and it's giving consumers a chance to engage with the brand through experiences that extend beyond grocery store aisles.

The tour kicked off in New York's Meatpacking District on June 12-13. Dubbed "The Soft Life," the free pop-up experience lets consumers know that the product is a softer version of the original Oreo Cakesters recipe that first launched in 2007.

The experience includes:

• A soft-baked bakery counter where guests can order Oreo Cakesters-to-go.
• An interactive giveaway experience featuring Oreo Cakesters merchandise.
• A cloud pillow pit where consumers can take photos to document the experience.
• A scent discovery station.
• A custom-branded Airstream camper that offers a preview of "The Soft Life" summer tour.

Data from The Food Institute and Collage Group reported that nearly two-thirds of snackers today prefer soft textures in sweet snacks, and nearly 30% of consumers look for sweet baked snacks when they are on-the-go, according to Circana and Mondelez data.

"We know today's snackers want dynamic, on-the-go treats, and we are thrilled to deliver our softest, most delicious Oreo Cakesters yet," Melissa Renny, senior director, cakes and pastries, said in a media release. "While we kept the nostalgic flavor long-time fans expect, we wanted to celebrate this upgraded recipe in a big way that would pique the interest of new consumers."

The summer tour continues in July and includes stops in Milwaukee; Chicago; Columbus, Ohio; Bethlehem, Pennsylvania; and Asbury Park, N.J. Additional tour stops in California and Texas will be announced at a later date.