Creativity And Collaboration: The Key to Product Innovation for The Most Famous Cookie In The World

Friday, November 1, 2024

Tell us about your career in Mondelēz – how did it all start?

I started with Mondelēz in 2016 as a Customs Coordinator in our Wilkes-Barre, PA office. I had just finished my MBA and was looking for a job that would help me get my foot in the door. During my interview I remember the hiring manger talking about how Mondelēz encourages people to work in a variety of functions and to get a well-rounded view of the business. That was really interesting to me, and I knew that I'd have opportunities to grow if I were to get the job. I worked in the Wilkes-Barre office for three years, all in the Global Services Customs Team, before I moved out to NJ for my first Product Change Manager (PCM) role. I remember when I moved out to NJ how nervous I was to move into a completely new role. I had never managed projects before, but I had always heard that there would be times in your career where you felt unprepared for what was next. Looking back, I'm thankful that I fully embraced this new opportunity. It was definitely the most important move I've made so far in my career.

How do you collaborate with your team members to brainstorm new cookie ideas?

We have a very collaborative process that runs every year to ensure that we always have a strong pipeline of innovations for Oreo Limited Editions (LEs). Marketing and R&D work with our suppliers to identify upcoming trends and flavor profiles that we would like to explore. Over the course of a few months, R&D will do an enormous about of lab work to create samples for us to try. They then make adjustments based on feedback from our team, and we'll try the new samples as a team. Once we align on flavors and cookie attributes, we take samples to focus groups to get feedback from consumers. After we collect all of that data, we present to our internal leadership a proposed launch calendar for the upcoming cycle. Right now, we're finalizing the calendar for 2026. The entire process is extremely collaborative, and it allows everyone to have input in the new items we look to launch. We call this the Oreo Bank process, with formulations we prove out but don't use being put in the "bank" for potential later release.

Can you discuss the importance of consumer insights and market research in cookie innovation?

Market research and consumer insights are extremely important for us when we're developing a new flavor. Oreo is such an iconic brand, and consumers have very specific expectations for what they'll get when they buy them. Our challenge is to balance something new and exciting with the same familiarity that people are expecting with an Oreo. We've had instances where we present a new flavor to a focus group that we're really excited about, but the consumers just don't like it very much. Items that don't score well either need more development work, or we put it on the back burner. You'd be amazed at how many flavors have been tested but never make it to the store. Our Consumer Science and Marketing teams also do a lot of online surveys for flavor feedback, opinions, and suggestions. At the end of the day, if our consumers aren't happy, we aren't happy. The collaboration between our development team and the consumer is critical for successful launches.

WHow do you manage the testing and tasting process for new cookie flavors?

The R&D team leads the tasting and testing process for us. They do a lot of benchtop and pilot plant work to bring us new samples to taste. In parallel, they're vetting new ingredients from suppliers and conducting shelf-life studies on new elements. When they have samples that are ready for us to taste, they'll host a review in the lab in East Hanover. The team will give feedback, and if something needs changed, R&D will head back into the lab the following week and make additional samples. Throughout the year, the R&D team also travels to our bakeries to conduct trials for ongoing projects. The R&D team we have on Oreo LEs is absolutely phenomenal. They do so much work in the background for us, and they're a huge part of why we're able to execute amazing launches (like Oreo x Coca Cola, and our Star Wars collab). They also make my job a lot easier because I know I can rely on them to hit the necessary timing to launch our new innovations.

How long does it take from the idea to having a new Oreo flavor in our shelves?

It can take two years to take something from an idea to the shelf. However, there are definitely instances of us launching something much faster than this. For example, when we relaunched Cotton Candy Oreos in 2023, that project timeline was under four months. We were able to turn that around quickly because that item that was "in the bank." We previously tested it, trialed it, and launched it, so it was a much easier execution (even though it was extremely expedited). Full innovations take much longer since we do product prototype iterations, consumer science testing, and trials. Products that have new elements or unique embossments also take longer since we need to prove them out at-scale in a bakery. Even simple changes like color or flavor take quite a bit of work to execute. I don't think the average person knows how much rigor goes into launching a new item, even if it's not all that different from something that's already in market.

What's the most challenging part of the cookie innovation process for you?

For me, the most challenging part is managing all of the projects simultaneously. After we complete our focus groups and get leadership buy-in, we kick off about 10 new projects at one time. Although they all have different launch timing, we're starting all of the work at once. There are also instances of us pivoting to a new flavor mid-project. We have had instances where we're approached by a potential partner midway through the year, and we change the project scope significantly. Although it's exciting when that happens, it gives us less time to execute everything. Partnership projects are also more challenging because we have a partner that we have to make happy. They need to approve cookie flavor, designs, graphics, marketing materials, etc. It can be difficult to get their approvals on time since they're busy with other projects. Our larger big-bet projects are definitely more challenging and keep us on our toes. However, even with all of the challenges, it's always so rewarding to see items on shelf.

Can you describe a time when you had to adapt to a last-minute change in a cookie recipe?

We've had this happen a few times since I started working on LEs in 2022. It's not very common, thankfully, but it is a huge scramble when adjustments have to be made on the fly. We had a launch a few years ago where our supplier shorted us on a flavoring for production. We were already producing when we learned there wouldn't be enough to make the full allocation. When something this drastic happens, our R&D partners usually run into the lab to see what adjustments we can make in the flavor usage level to deliver the same flavor for consumers. We'll do an emergency tasting in the office to get team feedback. If we're able to adjust the formula slightly and produce a very similar product, we will work with our Quality and leadership teams to gain alignment on our next steps. There is a lot of documentation that's needed when we have to pivot like this so it's a huge scramble to make this happen.

How does cookie innovation contribute to the overall brand reputation and customer loyalty in the food industry?

I think for Oreo, people have come to expect there to be a huge variety of flavors available in the stores. If you walk into the cookie aisle (which I always do), the Oreo section is an entire wall of product. There is so much variety out there. We have people who look for new LEs and buy all of the new ones that come out (shout-out to Matt, Ryan, and Danielle!). These innovations keep our brand exciting and fresh. New flavors and unexpected partnerships create buzz for us, and it helps drive people to the stores to pick up the new flavors and their other favorite Oreos. Other brands have adopted similar models too. If you look, you'll see that a lot of other food brands do limited edition flavors and mash-ups. New launches keep things exciting, and we plan to keep growing our flavor offerings and offering new fun partnerships to keep Oreo as the top cookie.

Can you discuss the impact of social media and influencer marketing on cookie innovation and launch campaigns?

Social media and influences are really important for us to help get the word out about new things we're doing. I don't get involved with this side of the launches, but I know it's a huge effort on the part of our Marketing team. Influencer reactions and buzz help get our new products in front of a much larger audience than traditional advertising alone. I have seen an enormous social media and influencer presence around the Oreo x Coca Cola collaboration we just launched. Even influencers that we haven't formally partnered with are reviewing the cookies and the soda. It's amazing to see the reach that our products have and how social media has things take off. People always send me videos of people tasting the cookies that I work on. I even follow an Oreo fan account on Instagram (gotta check out @mustloveoreos). I love to see it. The team and I are always lurking online, so we see all of your comments (and asks for return flavors). We do listen, even if you think we don't. There is a lot of work going on to make sure that we launch items consumers want. It's also a bit surreal that people are so passionate about what we're working on. Sometimes you can forget the reach you have when you're in the weeds day-to-day.

How do you measure the success of a new cookie flavor launch?

There are a few ways we look at if a launch is successful. The team tracks sell-through rates, changes in share, social media impressions, revenue - the list goes on. If it's trackable, someone here is tracking it. It isn't just about selling through the allocation that we make. We're looking to drive more people to the Oreo brand as a whole, and that's one of the key things that Oreo LEs help us do. People usually pick of a pack of a new item as well as their favorite Oreo. Successes with different flavors and partnerships push us to keep making things bigger and better. To date, our Star Wars partnership is the largest LE launch we've ever done. We're looking to build on that for launches in 2025 and beyond. Keep your eyes open in January and June next year, we have some big things coming.

What's the most rewarding part of your role in cookie innovation for our brand?

The most rewarding thing is seeing items on shelf in the stores. I'm known at work for taking a photo at the stores every time we have a launch and posting it on my LinkedIn. At first it was just something I wanted to do on the first launch I did for Oreo, but then I kept doing it and it became a tradition. There is SO much work that goes into these and it's very rewarding to be able to go and purchase it. It's also rewarding to see people enjoy them in everyday life. I'll hear people talking about a new flavor when I'm at the store, a family reunion, the gym... The things the team and I work on really do have reach. I remember visiting my sister when she lived in California and seeing a Nutter Butter graphics promo on shelf in the store that I managed. It was amazing to see something on the other side of the country that I helped do. That's the most rewarding part for me. I'm lucky enough to be able to work with an amazing team on an incredible brand that people love. It doesn't get much cooler than that.

What is your favorite season to create new Oreos flavors?

Everyone who knows me knows how much I love the fall. I'm not a big pumpkin fan, but I do love apple and maple flavors. I'm always excited when we look to do a fun new fall flavor since it's my favorite season. With that being said, I think my favorite projects are our partnerships. Seeing all of the pieces come together for those is always incredible.

What are your top 3 favorite Oreo limited editions?

It's hard to pick favorites. Two of my top flavors are launching next year - keep an eye out in January and May 2025. In terms of previous flavors, Cinnamon Bun Oreos are definitely one of my favorites. They still have it as an everyday Oreo item in Canada, but it was only an LE in the US. I do pose this as an option for us here, but no luck yet to bring it back. There are also a lot of prototype flavors that we've done that are delicious, but those haven't launched. In terms of favorite projects though, the Super Mario partnership we did in 2023 was one of my favorites. I grew up playing Mario games (big fan of Super Mario 64 and Mario Party) so it was super nostalgic for me to work on that. I think that was my favorite project to date.

You are also the Co-editor of the MDLZ Supply Chain DE&I Newsletter. What's your experience in the project?

Yes! DE&I is big here at Mondelez, and I think it's super important. I'm always surprised at how hesitant people are with DE&I. Personally, I think diversity is critical to us having the best teams we can have. When people have different background and walks of life, they can bring a different perspective to our team that we wouldn't otherwise have. I love learning about people and what makes them unique. I grew up in a small Pennsylvania town and I wasn't exposed to a lot of diversity growing up since I was in a smaller community. Moving away and being part of a large multi-national company has really opened my eyes. Providing opportunities and removing barriers for people is a great thing, and I'm glad that we as a company advocate for that. Our DE&I Newsletter has 6 editions each year, and we do our best to highlight different groups. We have interviews with different leaders, and we highlight what makes us similar across regions. Our DE&I Newsletter team spends a lot of time making sure that people feel represented in our work, and I think we do a great job of that. It's something I proud to be a part of.