Home with a Taste of Korean Pancake: This is the New Oreo Cookie Inspired by BTS
· Telemundo McAllen (KTLM)
Oreo has partnered with K-pop supergroup BTS for a marketing boost that taps into the growing consumer interest in global flavors. Mondelez, Oreo's parent company, announced on Tuesday that the BTS-themed Oreos will be available online starting June 1 and in stores on June 8. The cookies feature purple wafers as a nod to the band's signature color and will be sold in over 80 markets worldwide, making this collaboration the largest for the brand to date. The band also designed 13 imprints for the wafers, including the names of the seven members and the outline of the 'light sticks' fans hold at BTS concerts. The white and beige cream filling of the sandwich cookies is formulated to taste like hotteok, a warm pancake filled with brown sugar that is a popular Korean street food. 'For Oreo to be the first global snack brand we collaborate with is a great honor. We ate them as kids, we eat them in the studio, and now Oreo is helping us share a taste of home with the world,' BTS said in a statement. The BTS Oreos will be available for a limited time. Mondelez, based in Chicago, did not disclose how many packages will be produced. Martin Renaud, Mondelez's marketing and sales director, explained that the BTS cookies strike a balance between staying true to Korean culture and cuisine while remaining consistent with the Oreo brand and flavor profile. 'You want to be authentic, you want to stand out, and you want to create an experience. But when you’re Oreo, you need to appeal to a large group of people,' Renaud told The Associated Press. 'You can’t create something that only 20% of the population likes, because that would alienate some of our customers.' Renaud mentioned that Oreo spent about two years developing the BTS cookie and ultimately narrowed down the potential flavors to three before settling on hotteok. 'I think Korean food is an incredible cuisine. I'm French, maybe I shouldn't say that, but I believe it,' Renaud joked.
AI summary · Source: Telemundo McAllen (KTLM) →
