Mondelēz International is gearing up for a sweeping relaunch of Oreo in 2027, with a top executive saying last week that the cookie brand still has considerable opportunities left for growth despite nearing $5 billion in global revenue.
The snacking giant is planning changes to the venerable sandwich cookie with steps to improve the packaging, extend the brand to hit more price points and, in some cases, launch “new formulas that will result in better labels,” Luca Zaramella, Mondelēz’s CFO, said at a Barclays conference.
“The teams around the world are thinking of activating the full relaunch in 2027 in a way that is going to really make a difference for the brand itself and for Mondelēz,” Zaramella said.
Oreo launched in 1912 and is now the most popular cookie sold in retail locations worldwide. It’s a significant part of Mondelēz’s $38 billion in annual revenue. An estimated 60 billion Oreo cookies are sold each year, with a third of that total in the U.S., according to Mondelēz.
Even as consumers cut back on spending and have countless snacking options to choose from, Oreo has been a standout. Zaramella said the brand is growing “mid-single” digits this year after growing in the “high-single” digits during the last five to 10 years.
Mondelēz has moved aggressively to innovate and grow Oreo beyond limited-time offerings and new flavors. The brand has introduced new extensions including Oreo Minis, Oreo Thins and Oreo Zero Sugar, the executive said, which are incremental because they connect with different consumers who typically don’t associate with the Oreo brand.
“We really like all of these,” Zaramella said. “And [the reality is] we haven't done necessarily the best possible job consistently across the board in terms of developing all these propositions that are highly incremental.”
Mondelēz’s innovation efforts have extended beyond Oreo to include other brands within its portfolio.
The company has pushed Chips Ahoy further outside of cookies with the rollout of Baked Bites in 2025, part of an effort to shake up the category by catering to today's snacking trends. The food maker has also stepped up investment behind its once-underappreciated Luna Bar to solidify its dominance in the $10 billion energy bar space.
