Oreo, the king of cookies, has teamed up with Coca Cola, the beverage giant.
Two major brands recently launched two joint products: Oreo Coca Cola Soda Flavored Sandwich Biscuits and Coca Cola Oreo Limited Edition Coca Cola Soda.
At present, the trend of brand cooperation and co branding in the food and beverage industry is becoming increasingly prominent, which seems to be a tacit choice to jointly cope with the cold consumer market.
Not only Oreo, but also Moutai and Dove launched their joint brand of rum chocolate, Zhouhei duck and Rainbow Candy launched their joint brand of sweet and spicy candy, and Dove and Green Arrow launched their joint brand of mint flavor chocolate ice cream.
Zhan Junhao, founder of Fujian Huace Brand Positioning Consulting, believes that when brands engage in cross-border collaborations, they should pay more attention to the innovation and market adaptability of the products themselves, ensuring that the collaborative products can truly meet consumers' taste preferences and actual needs, thereby achieving long-term brand growth and market success.
The collaboration with Coca Cola has once again expanded Oreo's product line. As one of the most important biscuit brands under MDLZ. US, Oreo's global revenue exceeded $4 billion in 2022. In 2024, Olio set a goal of achieving a global revenue of $5 billion for the whole year.
As an old brand with a history of 112 years, Oreo occasionally introduces new flavors or segmented products. At the beginning of the 21st century, Oreo entered the Chinese market, but due to its overly sweet taste, it was not very popular. Later, Oreo started with original black and white sandwich cookies and developed multiple product lines and other segmented cookie categories in China.
In addition, Oreo has also entered the race of cross-border baking and ice cream. In May this year, Nestle China was authorized to produce and sell Oreo ice cream in Chinese Mainland.
The biscuit business is currently the most important business segment of Mondelez International.
As early as 2018, the revenue generated by the biscuit business accounted for 43% of Mondelez International's total revenue. Over these years, Mondelez International has further expanded its biscuit business by acquiring biscuit companies around the world and developing product lines. At present, the company owns biscuit and baked goods brands such as Oreo, Lezhi, Luyi, Cliff Energy Bar, and Tate Bakery.
According to the 2024 interim report released by Mondelez International, the biscuit business contributed $8.656 billion in revenue to the company in the first half of 2024, accounting for 49% of the total revenue. Looking at the second quarter of this year alone, the cookie business contributed $4.391 billion in revenue to the company, accounting for 52% of the total revenue. That is to say, the total revenue of the company's products such as chocolate, sugar, beverages, cheese, and groceries is less than that of products like cookies.