Mondelez International, the owner of the world’s best-selling cookie brand, Oreo, is making a significant move into the “better-for-you” segment with the introduction of Oreo Zero Sugar. Set to hit shelves in January 2026, the launch is a calculated attempt by the snacking giant to capture health-conscious consumers and fill what the company identifies as a significant market void. The new offering, which is designed to deliver a “100% authentic OREO experience,” will be available in both the classic Original flavor and the popular Double Stuf variety.
The development of the zero-sugar cookie was an extensive, four-year process, emphasizing the complexity of replicating the iconic taste and texture without traditional sugar. This innovation is a direct response to growing consumer anxiety over sugar intake, a concern shared by more than six in 10 Americans, according to data from the International Food Information Council. Furthermore, “low in sugar” has ranked among the top three qualities consumers use to define healthy foods for the past three years, highlighting the trend’s permanence. For many consumers, sugar is “the number one barrier” to indulging in cookies, according to the brand’s insights.
Michelle Deignan, vice president of marketing for the Oreo brand at Mondelēz, explained the strategic importance of the launch in an email to FoodDive, stating: “Until now, the sandwich cookie category has been relatively absent from the sugar-free snack segment… This gap presented an incredible opportunity for the OREO brand to step in and redefine what indulgence can look like.” Deignan added that the zero-sugar line offers “a valuable opportunity to truly disrupt the [sandwich cookie] category” while allowing the brand “to reach entirely new audiences” who may not have considered the cookie category a suitable option for their dietary needs.
To achieve the signature sweetness and mouthfeel of the original Oreo, the U.S. version utilizes a proprietary blend of sweeteners, including maltitol, polydextrose, sucralose, and acesulfame potassium. This specific combination was chosen to help replicate the sweetness and texture of sugar while “minimizing impact on the iconic taste and texture of the OREO cookie,” Deignan noted. The Chicago-based snacking powerhouse went back to the drawing board, incorporating feedback from earlier sugar-free Oreo launches in China and Europe to refine the product for the demanding U.S. audience. Changes, including adjustments to the sweetness profile, led the company to ultimately “go back to the drawing board and create this iteration from scratch.”
The debut of Oreo Zero Sugar is part of Mondelēz’s broader strategy of extending its multi-billion-dollar brand beyond its traditional core. The company has a history of successful brand extensions, having rolled out gluten-free Oreos in 2021 and introduced dozens of permanent and limited-time flavors, such as Birthday Cake and Cotton Candy. Additionally, Mondelēz has licensed the brand for use in various food offerings, including cereal and ice cream, and even expanded into the mini cake category with Oreo Cakesters. By leveraging Oreo’s unparalleled global popularity, which accounts for over $4 billion in annual sales, Mondelēz seeks to cement its position as a dominant, versatile player in the evolving global snacking landscape, ensuring that even health-conscious consumers can enjoy their favorite treat. The company emphasized its high standards, with Deignan noting that they “wouldn’t settle for launching a product that didn’t fully deliver on the playful, delicious experience people associate with the brand.”
Source: FoodDive
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