# Mysterious Cookie Flavors The New Mystery Oreo Flavor is Has a Mercurial Cream Filling By Joey Haar | Published 2017-08-25 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/mystery-oreo References: [foodandwine](http://www.foodandwine.com/news/mystery-flavor-oreos) Flavor is one of people's weaker senses, and [Nabisco](https://www.trendhunter.com/trends/oreo-neapolitan) is banking $50,000 on that proposition with its new Mystery Oreo flavor. The flavor isn't a mystery in that it hasn't been revealed yet — rather, it's a mystery in that won't be revealed even while the cookies are on shelves. The packaging indeed reads Mystery Oreo, and the true identity of that flavor will be part of a contest for consumers; those who guess the correct flavor and submit it will be entered for a chance to win the grand prize. Flavors often feel intuitive. When biting into an apple, one can immediately recognize the apple flavor. However, it isn't often that people eat something without any prior knowledge of the flavor they should be tasting. Candy usually emblazons its flavor on the label, and any other food is apparent because of how it looks and feels. By giving consumers a total mystery, Nabisco is engaging them in a new manner. ## Trend Insights (Trend Hunter) - Score: 4.2/10 - Popularity: 51% | Activity: 67% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Why This Trend Is Growing - **Mystery Flavors:** Brands can leverage mystery and surprise by introducing new flavors in a fun and interactive way that engages consumers' senses and encourages participation. - **Contest Marketing:** Contests and giveaways that build suspense and excitement can drive consumer engagement and brand loyalty. - **Personalization:** Creating personalized experiences through user-generated content contests can foster a sense of community and emotional connection with the brand. ### Industries Being Reshaped - **Food and Beverage:** Brands in the food and beverage industry can introduce mystery and surprise flavors to engage consumers and encourage brand loyalty. - **Marketing and Advertising:** Marketers and advertisers can leverage contest marketing strategies to promote products and drive consumer engagement. - **Social Media:** Social media platforms can be used to facilitate user-generated content contests and foster communities around mystery flavors and new product launches. ## Related on Trend Hunter - [Secretive Chocolate Bar Competitions](https://www.trendhunter.com/trends/cadbury-mystery-bars.md) - [Mysterious Frozen Dessert Flavors](https://www.trendhunter.com/trends/turkey-hill-mystery-flavor-ice-cream.md) - [Surprise Flavor Snack Cakes](https://www.trendhunter.com/trends/mystery-flavor-twinkies.md) - [Meta Cookie-Filled Cookie](https://www.trendhunter.com/trends/the-most-oreo-oreo-cookies.md) - [Mystery Flavor Milkshakes](https://www.trendhunter.com/trends/mystery-flavor-milkshake.md) - [Mystery Flavor Hotlines](https://www.trendhunter.com/trends/99-brands.md) - [Mystery Flavor Candy Sticks](https://www.trendhunter.com/trends/fun-dip.md) - [Mysterious Ice Cream Packs](https://www.trendhunter.com/trends/mystery-tasting-pack.md) - [Bakery-Inspired Sandwich Cookies](https://www.trendhunter.com/trends/oreoid-orchard-limited-edition-cookie-pack.md)