Oreo teams up with Sour Patch Kids for mischievous new cookie launch

Sour Patch and Oreo went hand in hand on the Mondelez stand at the Sweets & Snacks Expo and are due to link for a special edition line. Pic: Neill Barston

Following continued brand growth, Oreo is forging a limited edition Sour Patch Kids cookie series ahead of Mondelez International’s return to Sweets & Snacks Expo, which heads to Indianapolis in the US next month, writes Neill Barston.

The company will be heading to the state of Indiana for the major show between 14-16 May, with a number of innovations anticipated from the company’s portfolio, including a renewed focus on its flagship lines.

For its part, the latest Oreo series, which resembles a golden variety, but with a special addition of Sour Patch Kids flavoured cookies that feature colourful inclusions, with its creme creating a unique sweet and sour experience.

“The Oreo brand is always looking for playful ways to excite our fans. What better and more unexpected way to do that than letting Sour Patch Kids playfully takeover our cookie?!” said Caroline Suppiger, Oreo Senior Associate Brand Manager.”

Her enthusiasm was shared by Grace Howard, Sour Patch Kids innovation brand manager , who said that the partnership to create a mischievous twist on a classic cookie was “one we just couldn’t pass up,” adding that the brands were looking forward to seeing the reaction of fans to the limited edition line.

Moreover, as the company explained, the Sour Patch Kids will be ‘getting into more mischief’ with the two brands collaborating further in dropping an exclusive merch line to celebrate their coming together, including a matching crewneck and pair of joggers that make the perfect “snack suit”. Other must-have items in the limited-edition collection including a Bucket Hat as a stylish summer accessory, along with a crossbody bag.

In addition, the clothing line is further augmented with ‘hair art’ clips with Oreo branding, as well as offering a treat for your feet with a special series of socks to round-off the special edition launch.

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