Oreo, the chocolate and vanilla cream cookie brand juggernaut, is now also available in a carrot cake flavor.

Did I mention the coconut fudge dipped creme?

There are more than 25 different flavors and forms in all.

The chaos certainly begs the question, after 10 years of line extensions, “What is an Oreo?” It’s certainly not the 100-year-old brand icon it once was.

Further, what is the long-term prognosis for any brand franchise subjected to multiple brand extensions?

At a time when Kraft Heinz is taking a $15 billion write-down on their brand equities, this isn’t just an idle exercise; Mondelēz and other CPG manufacturers are likely soon to follow.

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