Oreo is launching three limited-edition flavours in the US and, for the first time, is letting customers decide which one will return to shelves in 2027. The new Banana Pudding, Deep Fried and Chicken & Waffles flavours are part of the ‘Twist, Lick, Vote’ campaign, which combines a short-term launch of new products with a direct consumer vote. All three varieties have been available in US stores since 24 August, and customers can vote for their favourite flavour until 12 October. The winner will be announced on 13 October and will return to the range in 2027.
Three flavours that take Oreo beyond the classic sweet combination
The new trio features distinctly different flavour profiles. Banana Pudding is based on the dessert of the same name and combines banana and vanilla custard cream between vanilla biscuits. The manufacturer has also used real banana purée in its preparation. Deep Fried is inspired by the flavour of deep-fried batter, familiar from American fairground food, for example. Both the biscuit and the cream feature a deep-fried batter flavour, complemented by a layer of dark chocolate.
Chicken & Waffles represents the most significant departure from the traditional concept. This variant is based on the American combination of fried chicken, waffles and maple syrup. The cream combines the sweet notes of maple syrup with savoury and spicy notes, including black pepper, celery seed, paprika and a smoky aroma. The product also features a wafer with a texture reminiscent of a waffle.
Oreo thus combines three different flavour development directions in a single product range: a reinterpretation of a well-known dessert, inspiration from fried food, and a sweet-and-savoury combination based on an iconic American dish. According to the brand, the launch of the new range was preceded by more than a year of development and testing.
Limited edition as a market test
Oreo is basing the new range on a model that combines a limited edition with direct customer feedback. All three flavours will initially be launched simultaneously, but only one of them will be released again in 2027. This means customers are not only evaluating the finished product, but will directly influence the future direction of the brand’s range. Voting runs from 17 August to 12 October via the Oreo website, and customers can also vote via a QR code on the packaging. The result will be announced on 13 October. The products are being launched as a limited-time offer, and availability is subject to stock levels.
For Oreo, this marks a further expansion of its work with limited-edition flavours, but this time with much greater consumer involvement in shaping the future portfolio. In recent years, the brand has launched a number of unusual combinations and collaborations; the current trio takes this approach a step further by giving customers the chance to decide which of the new products will receive further market exposure.
According to Oreo, all three new variants are dairy-free, and VegNews describes them as vegan-friendly. However, they contain wheat and soya, among other ingredients, so the manufacturer advises consumers with food allergies to check the information on the specific packaging.
The new Oreo Banana Pudding, Deep Fried and Chicken & Waffles flavours have been available in US retail outlets since 24 August. The limited-time availability of all three variants will end on 12 October, which is also when voting closes on which flavour will return to the market in 2027.
Source: Oreo
