Jenni Spinner: Please tell us about the history of the Cakesters baked snack brand.

Melissa Renny: Oreo Cakesters was first launched in 2007, then it was discontinued in 2012. In the intervening decade, it was often a snack that consumers asked for. Oreo fans would talk about how much they missed them, and it was something that the brand team worked on for a while to see if they would be able to bring Cakesters back into the Oreo franchise. In 2022, Oreo relaunched Cakesters into the cookie aisle.

JS: I thought they were delicious, but you checked in with some consumers, and they had some thoughts and feedback, which Mondelēz collected and responded to. Could you tell us a little bit about that process, from the checking in to incorporating some of that feedback and then relaunching?

MR: Cakesters, as you said, were delicious since they returned to market, but we did have some consumer feedback that we could improve the texture of the cakes to make them softer and more moist. That was a common thing we heard: that they were drier than consumers would expect them to be. Our R&D team worked hard to develop an even softer recipe that had the same great taste, and we were really excited to bring the new softer Cakester into the market—it’s in stores now, and we really think that Oreo lovers and snack cake lovers will love this Cakester even more. The team went through multiple versions, tasted a lot of different options, and this current version is actually 20% more moist than the previous Cakester. We think this is going to be more broadly appealing, more in line with what consumers expect of a snack cake, and we're very excited for consumers to try it.

JS: What flavors are in the mix? 

MR: We have one new flavor that we launched this year, which is Confetti Cakesters—that’s actually my favorite one. We know consumers are looking for more multi-textural experiences. Consumers, especially Gen Z (who really loves snack cakes), are looking for more exciting product experiences. The Confetti Cakesters have the soft cakes with sprinkles in the cake, so it has a little crunch, then the soft, delicious cream in the center. We also have original Cakesters (the OG), Golden Cakesters, and Double Chocolate Cakesters, and those all have this new formula, with the softer cake.

JS: Snack cakes are having a moment—please talk about that and the consumer trends that are fueling interest in the category.

MR: Consumers are more cash-strapped now than ever, and they're looking for those little moments of joy or playfulness in their day. We know that Cakesters specifically resonate with families, with kids, with larger households, and with Gen Z, and we're always looking to design products that fit with those consumers' lifestyles. Consumers are looking for a variety of things out of their snacks right now. We know that while consumers are looking for better-for-you items, they also want those indulgent items that are going to give them a delicious treat. That's the space where snack cakes play, and where Oreo Cakesters play.

JS: I appreciate the multi-packs that Mondelēz is doing across the Oreo products. I work from home, so I’m not taking them somewhere. The individually wrapped packs mean I'm getting 'speed bumps'—it’s harder to go through the entire package if you have to unwrap and think about it, for me.

MR: Consumers are gravitating toward upgraded snacks, multi-textured snacks, like we talked about. What you said, it could be portion control. It could be snacking on the go—while Oreo cookies do have a lot of on-the-go packs, Cakesters in the original format has five two-packs in a box. We also have convenience store offerings, which have a three-count of Cakesters. We have a club pack out now that has individually wrapped cake stirs. We’re offering Cakesters in multiple formats to make snacking more convenient for our consumers.

JS: Consumers like me appreciate it. What’s next for the Cakesters line? Any new products, packaging formats, etc.?

MR: We have a lot of exciting innovation planned. In 2026, we have one or two things coming. In 2027, you’ll see some things come up. We’re trying to deliver multi-textural experiences, convenient on-the-go packs, things that excite Gen Z and the consumer who is on the go, looking for new and exciting snack cake experiences. What you'll also see from Cakesters is that we are moving from the cookie aisle to the snack cake aisle. It doesn't seem far, but traveling from one aisle to the other is a big deal, because when Cakesters was launched, it was in the cookie aisle, and we want to show up in the right aisle.