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Mondelēz International has announced a significant portfolio expansion for its soft-baked snacking brand, OREO Cakesters, within the Canadian market. The brand is introducing a Double Chocolate flavour profile, supported by a high-visibility experiential marketing campaign at one of the country’s busiest retail hubs.

The launch aims to capitalise on the "indulgence" trend in the snack aisle, positioning the soft-baked format as a richer alternative to the standard cookie experience.

Product Architecture and Formulation

The new Double Chocolate variant offers a monochromatic twist on the classic OREO Cakesters build. The product features a chocolate-flavoured crème filling sandwiched between two pillowy, soft-baked chocolate cakes, intensifying the cocoa profile compared to the original vanilla-crème version.

Commercial Specifications:

• Lineup: Joins the existing Original and Golden flavours.

• Packaging: Sold in boxes containing five twin-packs (10 cakes total), designed for lunchbox inclusion or on-the-go consumption.

• Availability: Stocked at participating retailers nationwide across Canada.

Experiential Marketing: The 'Soft Factory'

To drive trial and brand immersion, OREO is executing a limited-time consumer activation titled the OREO Cakesters Soft Factory.

Located at the CF Toronto Eaton Centre, the pop-up runs from 28 January to 1 February. The activation utilises a "whimsical" industrial theme to communicate the product's texture.

Activation Mechanics:

• The 'NDA': Guests must sign a "National Dunking Agreement" to enter, a playful barrier to entry designed to build exclusivity.

• Gamification: Visitors participate in a narrative to "fix" the factory's machines while learning about the manufacturing process.

• The 'Blind Box' Finale: The experience concludes with a reward mechanism where guests unbox limited-edition merchandise (plushies, accessories) or "rare golden surprises" such as Toronto Maple Leafs tickets.

Uzair Saqib Khan, representing Mondelēz Canada, commented on the dual strategy of flavour innovation and physical engagement:

"Chocolate lovers are in for a treat with OREO Cakesters Double Chocolate. Soft, rich, and full of chocolatey goodness, it's a snack too irresistible to put down. We're also excited to bring the launch to life with the OREO Cakesters Soft Factory, a whimsical, surprise-filled experience where OREO lovers can explore the magic behind every Cakester."