What Should a Post Malone Oreo Taste Like?
The new Post Malone Oreos feature a “first-of-its-kind” swirled creme. | Noam Galai/Getty Images for MTV Oreos, like every other brand, have been going all-in on pop-culture collabs What even is an Oreo anymore? I once found comfort in the fact that Oreos were basically like chocolate chip cookies — you pretty much always knew exactly what you were going to get. An Oreo consisted of just two perfect things: chocolate cookie and creme, amen. In recent years, however, that feeling has been destabilized — an Oreo can be anything. Just yesterday Oreo announced its newest twist: “a first-of-its-kind swirled creme combining salted caramel and shortbread flavor creme, sandwiched between an OREO chocolate cookie and a signature golden cookie,” according to the press release. It’s a collaboration with the musician Post Malone, who is by now no stranger to big food collabs; in 2023, he began a partnership with the chicken chain Raising Cane’s. As delicious as the Post Malone Oreo sounds, it raises the same existential question I often have with these kinds of celebrity food collabs, whether it’s a namesake Oreo or a themed meal at McDonald’s: What should the flavor be? Should it call to mind the essence of the celebrity in some way? In which case, I see how a partnership with someone like Jelly Roll might be obvious; Post Malone less so. Should it just be a flavor they like? That seems to be the case here. Mondelēz International Either way, the move represents the continuation of Oreo’s celebrity-partnership strategy. In 2020, the company released Lady Gaga Oreos: pink cookies with green creme filling (in flavor, no different from a golden Oreo). This trend extends globally too. 2020 saw the release of an Oreo partnership with the blogger Chiara Ferragni in Italy (a Double Stuf Oreo with branded packaging), and a partnership with the Korean musical group BLACKPINK (black Oreos with strawberry filling and pink Oreos with chocolate filling) debuted in Korea and parts of Southeast Asia in 2023. Oreo has been doing more pop-culture tie-ins across the board, like the recent Super Mario Oreos (standard in flavor, but with themed prints) and Star Wars Oreos (with red and blue creme featuring “kyber-inspired” sugar crystals). To be a simple cookie-and-creme Oreo is no longer enough — bring on the prints and pizzazz! But what this trend of Oreo collabs really seems to represent is an attempt at making a package of Oreos another coveted collector’s item. On eBay, a four-pack of BLACKPINK Oreos is currently listed for $30, not including the $23 shipping from Indonesia. The Lady Gaga Oreos hover at similar prices. Yes, many of these Oreos are now years old. And of course, just like rare sneakers, you can find the Supreme Oreos on StockX. There, one listing reads: “(Not Fit For Human Consumption).”
Oreos, like every other brand, have been going all-in on pop-culture collabs
What even is an Oreo anymore? I once found comfort in the fact that Oreos were basically like chocolate chip cookies — you pretty much always knew exactly what you were going to get. An Oreo consisted of just two perfect things: chocolate cookie and creme, amen. In recent years, however, that feeling has been destabilized — an Oreo can be anything.
Just yesterday Oreo announced its newest twist: “a first-of-its-kind swirled creme combining salted caramel and shortbread flavor creme, sandwiched between an OREO chocolate cookie and a signature golden cookie,” according to the press release. It’s a collaboration with the musician Post Malone, who is by now no stranger to big food collabs; in 2023, he began a partnership with the chicken chain Raising Cane’s.
As delicious as the Post Malone Oreo sounds, it raises the same existential question I often have with these kinds of celebrity food collabs, whether it’s a namesake Oreo or a themed meal at McDonald’s: What should the flavor be? Should it call to mind the essence of the celebrity in some way? In which case, I see how a partnership with someone like Jelly Roll might be obvious; Post Malone less so. Should it just be a flavor they like? That seems to be the case here.
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Mondelēz International
Either way, the move represents the continuation of Oreo’s celebrity-partnership strategy. In 2020, the company released Lady Gaga Oreos: pink cookies with green creme filling (in flavor, no different from a golden Oreo). This trend extends globally too. 2020 saw the release of an Oreo partnership with the blogger Chiara Ferragni in Italy (a Double Stuf Oreo with branded packaging), and a partnership with the Korean musical group BLACKPINK (black Oreos with strawberry filling and pink Oreos with chocolate filling) debuted in Korea and parts of Southeast Asia in 2023.
Oreo has been doing more pop-culture tie-ins across the board, like the recent Super Mario Oreos (standard in flavor, but with themed prints) and Star Wars Oreos (with red and blue creme featuring “kyber-inspired” sugar crystals). To be a simple cookie-and-creme Oreo is no longer enough — bring on the prints and pizzazz!
But what this trend of Oreo collabs really seems to represent is an attempt at making a package of Oreos another coveted collector’s item. On eBay, a four-pack of BLACKPINK Oreos is currently listed for $30, not including the $23 shipping from Indonesia. The Lady Gaga Oreos hover at similar prices. Yes, many of these Oreos are now years old. And of course, just like rare sneakers, you can find the Supreme Oreos on StockX. There, one listing reads: “(Not Fit For Human Consumption).”
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