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• The Chocolate and Cinnamon Crème Oreo launches June 9 with presales starting June 2.
• A portion of the proceeds goes to the Rare Impact Fund, Selena Gomez’s mental health initiative.

A Taste of What’s Coming Next

There’s a new flavour arriving on shelves that blends childhood nostalgia, celebrity storytelling, and a cause-driven mission—all wrapped in one limited-edition Oreo cookie. Selena Gomez, in partnership with Oreo, has created a cookie that’s more than just a sweet bite—it’s a preview of where celebrity food collaborations are heading.

The flavour? A chocolate cinnamon crème cookie inspired by horchata, the traditional drink made with rice, milk, and cinnamon that’s deeply tied to Latin culture. With notes of sweetened condensed milk and warm spice, it evokes a sense of comfort and memory. Gomez, whose cultural background plays a strong role in her creative work, wanted this collaboration to feel personal. It does.

What You’ll Find Inside Each Pack

This isn’t just a new flavour; it’s a collectible moment. Every box of the limited-edition Oreo includes:

• Chocolatey cinnamon cookies
• A blend of chocolate and cinnamon cream
• Cinnamon-sugar-dusted layers
• One of six custom cookie designs based on Selena Gomez’s music and visual themes
• Approximately one-third of boxes feature Gomez’s printed signature

These cookies aren’t just made to eat—they’re designed to be saved, gifted, and talked about. From the artwork to the aroma, every detail is deliberate.

Availability and Launch Timeline

Oreo will release the collaboration across five countries:

• United States
• Canada
• Brazil
• Australia
• New Zealand

Presales begin June 2 on Oreo.com. The official global retail launch follows on June 9. Given the demand seen in previous Oreo limited-edition drops—some selling out in hours—fans will want to act fast.

A broader international release hasn’t been confirmed, but industry analysts suggest that success in these key markets could drive further expansion. UK snack sales for limited-edition flavours have shown strong consumer interest in recent years, reflecting an appetite for novelty products tied to entertainment personalities.

Why This Cookie Matters Beyond Flavour

The Rare Impact Fund, founded by Gomez in 2020, aims to expand mental health services to young people globally. Through partnerships, grants, and nonprofit support, it’s working to mobilise $100 million in resources by the end of the decade.

This collaboration is the latest to support that goal, with a share of proceeds directly funding the initiative. It adds meaning to every purchase and brings purpose to a product that might otherwise be just another cookie.

For Gen Z and younger millennials, who are increasingly drawn to brands that stand for something, this model of commerce is becoming the norm. Many global consumers under 35 prefer buying from companies that support social causes, reflecting a growing trend among younger generations.

Celebrity Collaboration, Done Differently

What sets this campaign apart is how deeply involved Gomez was in the process. Michelle Deignan, VP at Oreo, confirmed that Gomez collaborated on everything from flavour development to visual identity. This wasn’t a licensing deal—it was a creative partnership.

This approach is gaining traction in the FMCG space. From Travis Scott x McDonald’s to BLACKPINK x Starbucks, co-creation has replaced the old model of simple endorsement. The value is in shared narrative and co-designed experiences.

Oreo’s Evolving Strategy

For , the release fits within a broader shift toward seasonal and culturally relevant limited editions. The company has leaned heavily into collaborations to refresh its presence and engage niche consumer groups.

Earlier campaigns with Post Malone and Lady Gaga generated waves of press coverage, but this collaboration may mark a deeper pivot. It connects Oreo not just to celebrity culture, but to cultural memory, heritage, and charity.

According to Mondelez International, Oreo’s parent company, the brand is sold in over 100 countries, with over $4 billion in global revenue annually. Limited editions account for a growing percentage of its engagement online, with up to 24% higher social media reach compared to standard flavours.

What This Means for UK Audiences

While the Gomez Oreo collab isn’t launching in the UK just yet, interest could lead to a future rollout. UK shoppers are increasingly open to global flavours—chai, matcha, dulce de leche, and horchata are now featured in both supermarket own-label lines and cafés.

Snack launches with a limited-time story perform well in UK metro areas, where there is strong consumer interest in Oreo-branded products.

If Oreo sees strong traction in English-speaking markets, UK distribution may follow. Keep an eye on regional campaigns or online exclusives.

Looking Ahead: What You Should Expect

This collaboration is part of a growing retail trend that merges personal storytelling with fast-moving consumer goods. Expect to see more of it:

• Seasonal celebrity flavours tied to music or film releases
• Drops linked to fan community milestones
• Limited runs bundled with merchandise or social campaigns

In this case, the cookie offers more than flavour. It offers a moment of connection—to Gomez, to memory, and to a cause.

If this works—and it likely will—you can expect a wave of similar drops in the next 12 months.