Oreo
| Oreo Logo | |
| Company type | Brand |
|---|---|
| Industry | Food |
| Founded | 1912 |
| Headquarters | , |
| Parent | Nabisco |
| Website | http://www.nabiscoworld.com/oreo/ |
Oreo, promoted as Milk's Favorite Cookie,[1] is a type of cookie sold by Kraft Foods, founded in East Hanover, New Jersey.
History
The Oreo cookie was developed and produced by Nabisco in February 1912 at its Chelsea factory in New York City. It was created mainly to target the British market, whose biscuits (English cookies) were seen by Nabisco to be too 'ordinary'. [2] Originally, Oreo was mound-shaped and available in two flavors; lemon meringue and cream. In America, they were sold for 25 cents a pound in novelty tin cans with glass tops, which allowed customers to see the cookies.
A newer design for the cookie was introduced in 1916, and as the cream filling was by far the more popular of the two available flavors, Nabisco discontinued production of the lemon meringue filling during the 1920s. The modern-day Oreo was developed in 1952 by William A Turnier, [2] to include the Nabisco logo.
Oreo is very similar to the Hydrox cookie manufactured by Sunshine, which was introduced in 1908, leading to speculation that Oreo obtained the idea from Sunshine. Having lost market share to Oreo for years, Hydrox cookies were withdrawn in 1999[3], but was re-introduced by Kellogg's in August 2008.
The product is distributed under the Kraft parent label and has no mention of the US sub-division Nabisco that is used in all countries where it is available for retail.
Etymology
The Oreo was originally called the Oreo Biscuit, but was later changed to the Oreo Sandwich in 1921. In 1948, the name was changed to the Oreo Creme Sandwich but was changed to the Oreo Chocolate Sandwich in 1974.[4] There are many theories pointing to the origin of the name 'Oreo', including derivations from the French word 'Or', meaning gold (as early packaging was gold), or the Greek word 'Oros', meaning mountain or hill (as the original Oreo was mound shaped) or even the Greek word 'Oreo', meaning beautiful or nice.[4] Other theories are that the 're' from cream was 'sandwiched' between the two Os from chocolate, or the word 'just seemed like a nice, melodic combination of sounds'. A TV spot for the Got Milk? campaign showed a false etymology where, when at a board meeting to decide the name of the cookie, one of the members is asked for his opinion; the member, who just ate a cookie and does not have any milk to wash it down responds "I don't know," which is heard by the board member as "Oreo."
Advertising campaign
Nabisco began a marketing program in 2008, advertising the use of Oreos in a game called DSRL, which stands for "Double Stuf Racing League." The DSRL was introduced one week prior to Super Bowl XLII. This sport had also been endorsed by football brothers Peyton Manning and Eli Manning.[5] Sisters Venus and Serena Williams have also joined, and challenged the Mannings to a race, which started on January 18th, 2009. The race ended when a blimp fell on the competitors. [6]
China
In 2006 Oreo became the biggest selling cookie in China, after altering its recipe to have a lower sugar content to suit local tastes.[7] Kraft began a grassroots marketing campaign in China to educate Chinese consumers about the American tradition of pairing milk with cookies. The company created an Oreo apprentice program at 30 Chinese universities that drew 6,000 student applications. Three hundred of the applicants were trained to become Oreo brand ambassadors, and some students rode around Beijing on bicycles with wheel covers resembling Oreos and handed out cookies to more than 300,000 consumers. Others organized Oreo-themed basketball games to reinforce the idea of dunking cookies in milk. Television commercials depicted children twisting apart Oreo cookies, licking the cream center and dipping the chocolate cookie halves into glasses of milk.[8]
Although sales improved, Kraft still felt the Oreo could do better and decided to reinvent the traditional, round biscuit to a wafer. The new cookie consists of four layers of crispy wafer filled with vanilla and chocolate cream, and on the exterior is coated with chocolate. The wafer is also processed to ensure that the chocolate product could be shipped across the country---withstanding the cold climate in the north and the hot, humid weather in the south.[9] The new Oreos are also outselling traditional round Oreos in China, and Kraft has begun selling the wafers elsewhere in Asia, as well as in Australia and Canada. Kraft has also introduced wafer rolls, a tube-shaped wafer lined with cream, in China. The hollow cookie can be used as a straw through which to drink milk.
Over the past two years, Kraft has doubled its Oreo revenue in China, and with the help of those sales, that revenue topped $1 billion world-wide for the first time last year.[10]
UK
In May 2008, following stocking of Oreos in the supermarket chain Sainsbury's, Kraft decided to fully launch the Oreo across the UK, to the American recipe but repackaged in the more familiar British tube design, accompanied with a £4.5m television advertising campaign around the 'twist, lick, dunk' catchphrase.[11] Reception was initially skeptical, with noted British biscuit reviewer Stuart Payne of the Nice Cup of Tea and a Sit Down website mirroring general apprehension about the health effects and taste aspects of the high sugar content of Oreos, which would possibly not be to British tastes compared to the similar long established Bourbon biscuit. Comments also surrounded the dark color not relating to an expected taste of chocolate as with similar common British biscuit brands, the lack of crunchiness of the biscuit, and the practice of dunking in milk rather than tea also being outside of British cultural norms. Comparisons were drawn with the similarly less than successful launch of the Hershey bar in the UK. Kraft recently partnered with McDonald's to bring the Oreo McFlurry (already on sale in many countries) to UK McDonald's locations.
Production
According to a statement from Kim McMiller, an Associate Director of Consumer Relations, a two-stage process is used to make Oreo cookies. The base cake dough is formed into the familiar round cookies by a rotary mold at the entrance of a 300-foot-long oven. Much of current Oreo production is done at the Kraft/Nabisco factory in Richmond, Virginia. Oreos for the Asian market are manufactured in Indonesia. Australian Oreos are made in China.
Varieties
chokolat.
Variations and adaptations
 |
- Jell-O Oreo Pudding - Jell-O brand chocolate pudding at the bottom and on top, with vanilla in the middle.
- Jell-O Oreo Instant Pudding — also named cookies n' cream. The box contains instant vanilla pudding with real cookie pieces.
- There was a Post cereal called Oreo O's. The cereal was discontinued in 2007.
- In Italy, a similar cookie to Oreo called "Ringo" is manufactured by Pavesi, though recently Oreo became available as well, first in Blockbuster, then in supermarkets, and in 2008 the first Italian ad was launched.
- In Brazil, a very similar cookie to Oreo called "Negresco" is manufactured by Nestlé (picture, description).
- Oreo Ice Cream. This is licensed by Breyers, Good Humor, and Klondike in the US, and Nestlé in Canada. Flavors are:
- Oreo Ice Cream (Blended Oreo cookies in Vanilla Ice Cream)
- Oreo Ice Cream Sandwich (Extra Large Oreo wafers with the above mentioned ice cream in the middle)
- Oreo Ice Cream Bar (Chocolate Ice Cream bar with the above mentioned Ice Cream)
- Mint Oreo Ice Cream (Blended Oreo Cookies with Mint Ice Cream)
- Many notable fast-food restaurants serve Oreo flavored ice cream desserts and milkshakes
- Easy-Bake Oreo Mix — two easy-bake chocolate cakes with a marshmallow filling topped off with an Oreo cookie topping
- Oreo Cakesters- cream-filled chocolate cakes resembling Oreos
- Oreo Chocolate Candy Bar- A chocolate candy bar consisting of a rectangular Oreo cookie and Oreo cream filling covered in milk chocolate.
- Deep-Fried Oreo- Regular or Double Stuf Oreos, dipped in a batter, and deep fried for about 30 seconds. They are sometimes sold at carnivals and fairs.
- Oreo Pie Crust
- Oreo Madness at T.G.I. Fridays
- Oreo cereal is a Canadian delicacy where the cookies are crumbled into tiny pieces mixed with milk and served like a cereal.
- Organic Oreo (introduced in 2006) - plain Oreo cookies made with organic flavor and organic sugar.
- Banana Split Oreo — introduced in Canada, an Oreo cookie with banana flavoring.[12]
- Strawberry Milkshake Oreo — introduced in Canada, and sold for a limited time in the United States, an Oreo cookie with strawberry flavoring.[12] oreo has 12 varieties of flavors including mint
- Fried Oreo- Oreos that are deep fried and served with sugar, mainly served on Boardwalks and Amusement Parks across America.
- Oreo Milkshake[13] is a recipe by Kraft Foods which consists of Oreo Cookies, milk, vanilla ice-cream and chocolate syrup.
As an ingredient
The Oreo cookie is commonly used as an ingredient or adornment for other foods.[14] Oreo cookies are used in Domino Pizza's "Oreo Pizza". In addition, the development of premium ice creams has produced "cookies and cream" flavors, or vanilla ice cream with chunks of chocolate sandwich cookies included.[15] Cookies 'n' Cream may or may not contain actual Nabisco Oreo cookies. For example, Carvel uses Hydrox cookies as a selling point since they have always been kosher. However, Oreos are an ingredient in the McDonald's "Oreo McFlurry."[16]
Style
Like many trademark holders, Nabisco often uses all uppercase (OREO) when mentioning the "OREO" mark in corporate and promotional literature.
Original OREO Cookie Jingle
"Oh, oh, oh, ice cold milk and an Oreo Cookie. They forever go together, what a classic combination. When a dark, delicious cookie meets an icy cold sensation. Like the one and only creamy, crunchy, chocolate, O-R-E-O!"
See also
References
- ^ Duncan, Apryl. "Ready, Set, Lick. Double Stuf Oreo". About.com.
- ^ a b Health food junkies beware: It's National Cookie Month!
- ^ Lukas, Paul. "Oreos to Hydrox: Resistance Is Futile." Business 2.0 March 1999. A reformulated version called Droxies was also later withdrawn.
- ^ a b Feldman, David (1987). Why do clocks run clockwise? and other Imponderables. New York, New York: Harper & Row Publishers. pp. 173–174. ISBN 0-06-095463-9.
- ^ The DSRL had 2 members joined (Peyton Manning and Eli Manning) "The Second Sport" http://www.prnewswire.com/cgi-bin/stories.pl?ACCT=109&STORY=/www/story/01-14-2008/0004735850&EDATE=
- ^ nabiscoworld.com/oreo/dsrl
- ^ "Kraft Reformulates Oreo, Scores in China". Wall Street Journal. Retrieved 2008-05-06.
- ^ http://online.wsj.com/article/SB120958152962857053.html?mod=yhoofront
- ^ http://online.wsj.com/article/SB120958152962857053.html?mod=yhoofront
- ^ http://online.wsj.com/article/SB120958152962857053.html?mod=yhoofront
- ^ BBC News Magazine Can Oreo win over British biscuit lovers?, 2 May 2008
- ^ a b New Products
- ^ http://www.kraftfoods.com/kf/recipes/oreo-milk-shake-53860.aspx
- ^ "Sweet Ingredients: Oreo Products". Retrieved 2008-03-26.
- ^ "Calories in Baskin-Robbins— Oreo Cookies 'n Cream Ice Cream". Retrieved 2008-03-26.
- ^ Rhoads, Christopher. "The Hydrox Cookie Is Dead, and Fans Won't Get Over It." Wall Street Journal, January 19 2008. The original Oreo recipe used lard (pork fat).