Oreo to launch new 'flute' wafer rolls

Tag : Wafer Biscuit

Oreo, a leading biscuit brand by Kraft Foods, has launched its newinnovative Oreo Wafer Rolls targeted at children who have a dislikefor milk.
"The fun new shape will have kiddies buzzing with excitement! Itssoft, melt-in-your-mouth texture functions like a straw andpromises to be the cool new companion for kids as they dip and siptheir way through their milk," said an Oreo representative.
"The wafer rolls come in a unique flute shape, with an extra yummycoating of vanilla or chocolate on the inside and a crispy cocoaflavored wafer on the outside," she said.
The product comes close on the heels of a survey commissioned byOreon via a leading online research outfit, Maktoob Research.
A total of 800 mothers from Saudi Arabia, UAE and Kuwait took partin the Oreo Cookies & Milk Survey, which aimed to establish themilk consumption habits amongst children and the creative waysmothers could use to encourage their children to drink their milk.
"Children require an average of 3 glasses of milk per day so it isgood to know that 46 per cent of the moms surveyed give theirchildren between 3 to 4 glasses per day. However, alarmingly 14 percent of moms say their children consume only 1 glass per day," sheexplained.
"Not surprisingly majority of them shared that they often servechocolates or other cookies and treats to encourage their kids todrink their milk. Here is where Oreos key strength lies, one thatallows Oreo to pride itself as being milks best friend, sheadded.
Oreos are the best-selling cookies of the 21st century, and overthe years the brand has established a strong association with milk,said Ahmed Yahya, marketing director GCC, Kraft foods Middle Eastand Africa.
"The original round-shaped Oreo has consistently proven to be afavorite amongst children, especially as an accompaniment with milkbecause of the fun Oreo Twist-Lick-and-Dunk ritual that has becomethe craze in recent years."
"Oreo Wafer Rolls on the other hand are flute-shaped and canfunction like a straw. The new shape retains this concept of funways to encourage kids to drink their milk, but creates a whole newexciting ritual," Yahya noted.
"Becoming popular following Oreos hit television commercialshowing kids twisting off the tops of the Oreo cookies, licking offthe cream filling and dunking the tops in milk, theTwist-Lick-and-Dunk ritual has proven ingenious," he quipped.
"As per the survey, 3 out of 10 moms or 34 per cent revealed thatthey have tried the ritual, with 79 per cent of moms agreeing thatit helped the milk go down with less fuss," said an excited Yahya.
Now, the straw-like Oreo Wafer Rolls is expected to set a newtrend, and the new Oreo Wafer Rolls television commercial,featuring children using the wafer roll as a straw is alreadycreating the anticipated buzz.
Oreo understands that kids will be kids, and with the right doseof moderation and supervision from mothers, at times the best wayto get children to enjoy something is to add the ever-importantingredient of fun, he added.- TradeArabia News Service