OREOiD Brings Personalized, Custom Oreos Direct-to-Consumer

Oreo is bringing customization capabilities direct to consumers through its new OREOiD program, which allows users to put their logo or image on custom-designed cookies.

Let’s say your business wants to give out Oreo cookies with your specific brand colors, or maybe you’re part of a local school’s booster club for the football team, and you want to work on a spirit event. Oreo is giving customers the capability to buy either two- or eight-count packs with eight different color fillings to choose from.

But that’s probably the least customizable part of the OREOiD program. You can also buy a custom dipped and decorated Oreo with custom colored sprinkles and creme, as well as any image you want on it. That means you can upload your company’s logo or event design with ease.

The interface allows limited image editing, with sliders for zoom and positioning. Users can also add text. Altogether, the process takes mere minutes.

Here’s an example we whipped up:

This whole process is similar to what you'd find from other DTC custom merchandise companies like CafePress or Zazzle, but food items are less common on those platforms.

One single plastic-wrapped OREOiD “flavor” costs $2.50, and one in a white or black box costs $3.50. Both have a minimum order quantity of 20 pieces.

There are plenty of name brand candy and snack brands within the traditional promo space. But others, like M&M's, already offer personalization options available to consumers. So it's not much of a surprise that a food brand of Oreo's stature would move to a similar model.

There's no denying that the OREOiD interface is easy and user-friendly, but as we've written countless times before—there's no substitute for the customer service a distributor provides. So, will people use this OREOiD thing for events like parties or reunions? Probably. Is it going to topple the entire edible promotions market as we know it? Not a chance.