Oreo’s newest cookie is stuffed with Oreos

The cookie brand’s latest limited edition cookie is an Oreo filled with Oreos.

Dubbed “the most OREO OREO ever,” the cookie is made with regular chocolate wafers, filled with a cream that’s mixed with Oreo bits, for a meta cookies-n-cream experience. Took The flavor is available for pre-sale through the Oreo website starting Tuesday, and will arrive at major retailers nationwide starting Jan. 30 for a suggested retail price of $4.99.

The packages come with a QR code that gives shoppers access to online games and chances to win prizes for entry into the so-called Oreoverse — Oreo’s metaverse, a virtual space where people interact through avatars. are Those with VR headsets can use them to access Oreoverse. Others may just use their phones or computers.

For brands, the metaverse promises a whole new way to reach young consumers, and Oreo isn’t the only brand trying to market to people using new online spaces.

Coca Cola (K.O) Like adding their own high-concept limited edition flavors. Starlight, Byte And A world of dreams With online experiences including virtual concerts, digital apparel and custom venues. Within video games like Fortnite. Kraft Heinz (KHC) Lunchable logos in Roblox and Heinz-sponsored comfort zones in Call of Duty.

Oreo sees it as a new way to reach and interact with consumers.

“We love creating new opportunities for our fans to connect with each other,” Julia Rosenbloom, Oreo’s senior brand manager, said in a statement announcing the new flavor. Excited!”

To help launch the Oreoverse, Oreo tapped Martha Stewart and Ryan McCallister, its gardeners and Quarantine friend. On Monday, Stewart and McCallister will share their Oreoverse experiences on Oreo’s social media channels.

Stewart also recently Partnered with Tito’s Handcrafted Vodka. The tongue-in-cheek campaign offers those observing Dry January other ways to use vodka, whether to add a splash (or two) to a marinara sauce or to deodorize smelly boots.

— CNN’s Jordan Velinsky contributed to this report.