Oreo, a leading biscuit brand by Kraft Foods, has launched its new innovative Oreo Wafer Rolls targeted at children who have a dislike for milk.

"The fun new shape will have kiddies buzzing with excitement! Its soft, melt-in-your-mouth texture functions like a straw and promises to be the cool new companion for kids as they dip and sip their way through their milk," said an Oreo representative.

"The wafer rolls come in a unique flute shape, with an extra yummy coating of vanilla or chocolate on the inside and a crispy cocoa flavored wafer on the outside," she said.

The product comes close on the heels of a survey commissioned by Oreon via a leading online research outfit, Maktoob Research.

A total of 800 mothers from Saudi Arabia, UAE and Kuwait took part in the Oreo Cookies & Milk Survey, which aimed to establish the milk consumption habits amongst children and the creative ways mothers could use to encourage their children to drink their milk.

"Children require an average of 3 glasses of milk per day so it is good to know that 46 per cent of the moms surveyed give their children between 3 to 4 glasses per day. However, alarmingly 14 per cent of moms say their children consume only 1 glass per day," she explained.

"Not surprisingly majority of them shared that they often serve chocolates or other cookies and treats to encourage their kids to drink their milk. Here is where Oreo’s key strength lies, one that allows Oreo to pride itself as being ‘milk’s best friend’, she added. 

Oreos are the best-selling cookies of the 21st century, and over the years the brand has established a strong association with milk, said Ahmed Yahya, marketing director GCC, Kraft foods Middle East and Africa.

"The original round-shaped Oreo has consistently proven to be a favorite amongst children, especially as an accompaniment with milk because of the fun Oreo Twist-Lick-and-Dunk ritual that has become the craze in recent years."

"Oreo Wafer Rolls on the other hand are flute-shaped and can function like a straw. The new shape retains this concept of fun ways to encourage kids to drink their milk, but creates a whole new exciting ritual," Yahya noted.

"Becoming popular following Oreo’s hit television commercial showing kids twisting off the tops of the Oreo cookies, licking off the cream filling and dunking the tops in milk, the Twist-Lick-and-Dunk ritual has proven ingenious," he quipped.

"As per the survey, 3 out of 10 moms or 34 per cent revealed that they have tried the ritual, with 79 per cent of moms agreeing that it helped the milk go down with less fuss," said an excited Yahya.

Now, the straw-like Oreo Wafer Rolls is expected to set a new trend, and the new Oreo Wafer Rolls television commercial, featuring children using the wafer roll as a straw is already creating the anticipated buzz. 

“Oreo understands that kids will be kids, and with the right dose of moderation and supervision from mothers, at times the best way to get children to enjoy something is to add the ever-important ingredient of fun”, he added.-TradeArabia News Service