With so many options to choose from and more emerging daily, competition among food brands is stronger than ever. The fight to remain relevant amid an ever-evolving audience that craves innovation has prompted companies to think of new ways to catch customers’ attention and keep them engaged.Â
An emerging trend that has become more common across all retail categories is partnering with popular celebrities who have gained cultural icon status and quickly go viral on social media.Â
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This trend has resonated with fans, especially among the younger generations, who are initially excited to try their favorite artists’ collaborations out of pure admiration for the celebrity. This, in turn, has developed brand awareness among groups who may not have been as fond of the brand previously. Â
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In 2021, Popeyes partnered with rapper Megan Thee Stallion to create a new sauce, which caused massive drive-thru lines and rising sales for the company; Tim Hortons (THI) collaborated multiple times with Canadian singer Justin Bieber to launch Justin-inspired TimBits, a new cold brew drink, and even merch, which sold out within minutes and created brand awareness in the U.S. as it aimed to further expand its brand within this new region.Â
Last month, Dunkin’ Donuts ( (DNKN) )Â unveiled a new food and beverage menu line, including a shaken espresso drink dedicated to pop singer Sabrina Carpenter. This collaboration went viral on TikTok, with thousands of customers making videos trying the new items.Â
Oreo remains culturally relevant by mastering the collaboration trend
Oreo (MDLZ)  has been known for mastering this trend for years, creating some of the most unique and delicious cookie flavors. It follows cultural trends through strategic collaborations with iconic partners to insert Oreo into prominent cultural moments, keeping its brand relevant.
Most recently, Oreo launched six new cookie flavors and returned a fan-favorite item to kick off 2025 on the right note.
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“Flavor innovations and collaborations, inspired by fan behavior, have become a mainstay in our playbook to maintain relevancy across our portfolio of snack brands,” said MondelÄ“z Senior Vice President Biscuit, Tanya Berman.
Oreo unveils a new limited-edition cookie flavor in collaboration with Post Malone
Oreo announced the launch of a limited-edition, one-of-a-kind cookie flavor in collaboration with Post Malone, an American singer, songwriter, and record producer who rose to fame due to his multiple rap and hip-hop hits but has now become a country star through the release of his latest album, “F-1 Trillion.”
The cookie giant wanted to reflect Post Malone’s musical genre evolution by creating a one-of-its-kind collaboration that mixes more flavors than ever before into a single cookie. This new cookie consists of two different swirl cremé flavors, salted caramel, and shortbread, sandwiched between an Oreo chocolate cookie and an Oreo golden cookie.Â
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To take it a step further, the cookies are engraved with nine intricate designs chosen by Post Malone, depicting elements meaningfully related to his discography. The designs include a guitar, a guitar pick, a vinyl record, and the word “Post.”Â
The rest of the designs include a butterfly, which is the image on his 2022 “Twelve Carat Toothache” album; a sunflower, which is the name of one of his greatest hits; a knight, which references his song “Circles;” and a pickup truck and a rim, which are references to the cover on his latest country album.
To personalize this new limited-edition Oreo collaboration even more, each pack of cookies includes a handwritten and signed note from Post Malone himself.Â
“I can’t believe they let me make my own Oreo cookie. So happy everyone gets to try the taste twist — hope you love it as much as I do, ’cause I think it’s the best OREO ever!” said Post Malone in a press release. “It’s the first time OREO has ever twisted the creme of the cookie, and they named it after me.”
The limited-edition Post Malone Oreo cookie packs will be available for online presale starting on Jan. 27 and will be sold in stores nationwide on Feb. 3 while supplies last.
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