After a foray into the "red velvet" craze, Oreos are getting a skinny new look as part of a "sophisticated" design meant to appeal to grown-ups. Mondelez International Inc. says it will add Oreo Thins to its permanent lineup in the US starting next week. The cookies look like regular Oreos and have a similar cookie-to-filling ratio, except that they're slimmer. That means four of the cookies contain 140 calories, compared with 160 calories for three regular Oreos. And since they're for adults, Oreo says they weren't designed to be twisted open or dunked, even though about half of customers pull apart regular Oreos before eating them. "If people want to do that, it's clearly up to them," a rep says.
Despite having fewer calories per serving, Mondelez says the new cookies aren't meant to be a diet snack. Still, the Thins name could be a stealth way to appeal to people who want to watch their weight, without the stigma of being seen as a diet food. The slimmer cookies were rolled out last year in China to address the company's tumbling cookie sales in the country and helped win back "lapsed users," or younger women who wanted something that wasn't quite as rich, the rep says. During a conference call in April, Mondelez's CEO said the company would make the cookies available "around the world." They'll be sold in the US starting July 13 and will cost the same as regular Oreos.