The Most Oreo Oreo are limited edition Oreo filled Oreo cookies

In the past, Oreo has teamed up with Lady Gaga, Pokémon, and Ritz to create new limited-time flavors. Now it works with… itself. And Martha Stewart.

The newest limited edition cookie from the cookie brand is an Oreo filled Oreo.

Billed as “The Most OREO OREO,” the cookie is made from the usual chocolate wafers filled (to the “Most Stuf” extreme) with a cream that has Oreo bits mixed in for a meta- Cookies-n-Cream experience. The aroma is available for pre-sale through the Oreo website and will be available January 30th at major retailers nationwide for a suggested retail price of $4.99.

The packs come with a QR code that allows buyers to access online games and win prizes in the so-called Oreoverse – Oreo’s entrance to the Metaverse, a virtual space where people interact via avatars. Those with VR headsets can use them to access the Oreoverse. Others can 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 through new online spaces.

Coca-Cola has combined its high-concept, limited-edition flavors like Starlight, Byte, and Dreamworld with online experiences like virtual concerts, digital outfits, and custom locations in video games like Fortnite. Kraft Heinz has placed Lunchable logos in Roblox and Heinz-sponsored rest areas in Call of Duty.

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

“We love creating new ways for our fans to connect,” said Julia Rosenbloom, Oreo’s senior brand manager, in a statement announcing the new flavor, noting, “We’re so excited to enter the Metaverse !“

To help launch the Oreoverse, Oreo tapped into Martha Stewart and Ryan McCallister, her gardener and quarantine buddy. On Monday, Stewart and McCallister will be sharing their Oreoverse experiences on Oreo’s social media channels.

Stewart also recently teamed up with Tito’s Handmade Vodka for a tongue-in-cheek campaign that offers dry January watchers other ways to use vodka, like adding a splash (or two) to a marinara sauce or deodorizing smelly boots.

– CNN’s Jordan Valinsky contributed to this report.

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