Walmart Pours on the Nostalgia with Oreo O's

Walmart is looking to Post Holdings to boost sales by bringing back Oreo O's cereal after 10 years with an exclusive launch at the mass merchant.The creme-coated, Oreo-flavored cereal hit Walmart's shelves on June 23 and will be sold solely by the retailer for three months before making its national debut. (It also is available in Korea and online.) The SKU receives secondary merchandising on endcaps alongside other cereal.Walmart plugged the cereal with a June 23 Facebook update. On walmart.com, a supporting display ad running throughout the site links to a dedicated showcase with a store locator while also promoting new Honey Maid s'mores cereal. Both of the licensed products are off to a strong start, Post Holdings chief executive officer Robert Vitale said during the company's latest earnings call.Oreo O's went off the shelves in 2007 after Post split from Kraft Foods Group, now part of Mondelez International. Post owns the cereal recipe while Mondelez retains rights to the Oreo brand. Mondelez also holds the rights to Honey Maid.According to AdAge, Walmart's cereal buyer zeroed in on a trend around indulgent cereals — especially as late-night snacks — combined with enduring nostalgia for Oreo O's on social media. The buyer went to Mondelez and Post and they worked together to reformulate the product.The partnership is part of Walmart's efforts with a number of manufacturers to cater to a growing consumer desire for nostalgic products in the food and beverage industry, Ad ge reported. It also exemplifies a product-development push by the retailer to get brands to launch or relaunch products to bring excitement to its aisles with such creations as Doritos Loaded from PepsiCo's Frito-Lay division and deep-fried Twinkies from Hostess Brands.

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