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The Leftovers is a look at some of the product ideas that are popping up everywhere. Some are interesting, some sound amazing, and some are the kinds of ideas we would never dream of. We can’t write everything we suggest, so here are some remaining items from our inbox:
Oreo, Post selected for swirl flavor collaboration
Oreo is taking inspiration for its latest cookie flavor from one of music’s hottest stars.
Mondelez International said the Oreo flavor, a collaboration with music star Post Malone, includes swirled cream layers that combine salted caramel and shortbread flavors between one chocolate and one golden cookie, a first for the brand. The snack also includes nine different embossed prints inspired by Post Malone’s music.
“Taste innovations and collaborations inspired by fan behavior have become central to our playbook as a way to remain relevant across our portfolio of snack brands,” Tanya Berman, senior vice president of biscuits at Mondelēz, said in a statement.
Mondelez They’re constantly releasing new Oreo flavors, and this isn’t the first time the brand has turned into a pop star. In 2021, Oreo introduced the Lady Gaga flavor, a pink and green cookie cocktail created in collaboration with Lady Gaga.
Oreo, which sells more than 60 million cookies a year, also took inspiration from other brands for new varieties. Last summer, the company partnered with Coca-Cola on two products: Oreo Coca-Cola Sandwich Cookies and Coca-Cola Oreo Zero Sugar Drink.
In 2024, better-for-you soda brand Poppi launched a new flavor made with Post Malone.
Limited-time offers have proven to be a valuable tool for brands to connect with consumers. They strengthen consumer awareness of familiar products by encouraging them to try new formats and flavors.
Western Michigan University food marketing professor Dr. Russell Zwanka told Food Dive earlier this month that the product is available to shoppers. Deadlines and a sense of urgency to purchase a product increase the likelihood of purchasing the product.
— Chris Casey
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Courtesy of Kraft Heinz
Velveeta Enters the On-the-Go Condiment Space
Kraft Heinz is making it easier for consumers to consume its popular Velveeta cheese on the go.
The food giant is launching limited edition, single-use Velveeta packets called Vel2Go. The packets, similar to Heinz ketchup packets, are designed to make it easier to get cheese to places like fries at a restaurant drive-thru or hot dogs at a stadium.
“Our fans know that VELVEETA is more than just cheese, it’s a lifestyle of indulgence and a celebration of outrageous fun while also serving as a siren call for others to go all out for what they love,” said Stephanie Vance, Brand Manager at Velveeta. “It’s a demand,” he said. name. “We created Vel2Go to be more than just a condiment, it’s a portable product. It’s your ultimate wingman, sparking cravings and big mood swings in a way no other condiment can.”
Vel2Go also enables brands to meet the needs of younger consumers. Kraft Heinz noted that 25% of Millennials and Gen Z take condiments on the go to enhance the quality of their meals.
The launch comes nearly a year after Kraft Heinz brought Velveeta to queso in resealable bottles while also launching two new varieties of Shells & Cheese, the first additions to the lineup in 12 years.
Kraft Heinz previously estimated that shoppers purchase 125 million pounds of Velveeta nuggets each year.
The CPG manufacturer is targeting net sales growth of $2 billion by 2027, and a key part of achieving that goal will be bringing well-known brands like Velveeta into adjacent categories, as it has with Vel2Go.
— Christopher Doering
