Oreo is the latest brand getting in on the whole let-your-customers-invent-a--flavor trend, launching the $500,000 "My Oreo Creation" contest today to create a new cookie flavor.
To get the ball rolling, Oreo introduced a wild new flavor of their own making called Firework Oreos, featuring its traditional cookies around a cream center flecked with rainbow-colored bits of "popping candy" (just don't call them Pop Rocks).
The limited edition Firework Oreos are set to hit stores nationwide today.
If you're feeling like you have a better idea, you can submit your own flavor ideas to Oreo through text, or by using #MyOreoCreation and #Contest on Instagram or Twitter. Submissions will be taken through July 14, and finalists will be determined in August. Details on the contest are here.
Via Adweek: "Fans will choose the grand prize winner for the contest, and that winner will score a whopping $500,000, an exclusive behind-the-scenes look at how Oreo creations are brought to life and, of course, a chance to see their product on store shelves. Three finalists will walk away with $25,000 each. Plus, their idea will be sold on select retail shelves with an 'on-pack shout-out.'"
The contest is reminiscent of what Lays did with its Do Us a Flavor contest, which for the last several years has led to potato chip fans inventing new flavors such gyro, biscuits and gravy, wasabi ginger and truffle fries.
Oreo has in recent years gained attention with the release of limited-edition flavors such as Oreo DQ Blizzard Creme, Brownie Batter, Birthday Cake, Candy Corn and Watermelon. In April it was announced that Oreo was partnering with Dunkin Donuts on a mocha-flavored cookie.