Marketing Oreos in China

Last week, National Public Radio aired a fascinating story about marketing Oreos in China. The cookie had to be reformulated for Chinese tastes, which Kraft did a few years ago by reducing the sugar content, with globalization expert Sanjay Khosla leading the way. Kraft also had to reduce the size of packages so it could reduce the price.

"Twist, lick, and dunk" may be a traditional U.S. Oreo consumption ritual, but it doesn't come naturally in China, where milk and cookies are an acquired taste. Now Kraft has rethought the shape and size of Oreos, as well, coming up with new versions that appeal to local tastes. Thanks to glocalization, the Oreo is now the best-selling cookie in China.