# Customizable Cookie Pop-Ups The OREO Twists Lab Inspires Creative Customizations By Laura McQuarrie | Published 2022-09-05 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/oreo-twists-lab References: [lbbonline](https://www.lbbonline.com/news/oreo-and-digitas-uks-twists-labs-celebrate-launch-of-new-cookie-products) & [instagram](https://www.instagram.com/p/CfrCyEyDqTY/?utm_source=ig_embed&ig_rid=c920b155-e10c-41ab-8ad6-7a755ee90f85)  Taste is subjective and OREO is kicking off the launch of two new products with the [OREO Twists Lab](https://www.trendhunter.com/trends/oreo-twists) pop-up, where people will be invited to explore their flavor and style preferences. At the pop-up, visitors will get their chance to put their unique stamp on customizable items and treat themselves to a free pack of the new OREO Twists cookies. The OREO Twists Vanilla & Raspberry and OREO Twists Vanilla & Caramel sandwich cookies continue the brand's approach to surprising and delighting consumers and encouraging them to play with their food in fun new ways. This pop-up space ties into the new summer campaign from the cookie brand, which sees people enjoying [OREOs](https://www.trendhunter.com/trends/oreoid-orchard-limited-edition-cookie-pack) in all sorts of unusual ways. In partnership with digital publisher [LADbible](https://www.trendhunter.com/trends/mller-and-neil-buchanan), OREO shared a series of unconventional OREO pairings like guacamole, pickle juice and cheese. ## Trend Insights (Trend Hunter) - Score: 6.7/10 - Popularity: 92% | Activity: 95% | Freshness: 13% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### Why This Trend Is Growing - **Customizable Food Experiences:** Innovative food brands can leverage customizable food experiences to delight and surprise consumers, creating unique opportunities to build brand loyalty. - **Personalized Flavor Explorations:** Brands can enable personalized flavor explorations to give consumers the power to create unique flavor blends, driving new product development and growth opportunities. - **Unconventional Pairings:** There is an opportunity for brands to encourage unconventional food pairing ideas that challenge consumer expectations and spark new taste habits. ### Industries Being Reshaped - **Food and Beverage:** In the food and beverage industry, brands can utilize customizable food experiences and personalized flavor explorations to differentiate themselves and create strong consumer connections. - **Marketing and Advertising:** Marketing and advertising professionals can leverage unconventional pairings and unique food experiences to create buzzworthy campaigns that drive engagement and increase brand awareness. - **Retail:** Retailers can offer customizable food experiences and personalized flavor explorations to drive foot traffic and sales, creating innovative food destinations that attract and retain customers. ## Related on Trend Hunter - [Dual-Flavor Snack Cookies](https://www.trendhunter.com/trends/oreo-twists.md) - [Ice Cream Sandwich Pop-Ups](https://www.trendhunter.com/trends/chips-ahoy-popup.md) - [Customized Foodservice Cookies](https://www.trendhunter.com/trends/oreoid-for-business.md) - [Cookie-Infused Cream Cheeses](https://www.trendhunter.com/trends/popup-bagels-x-oreo.md) - [Bakery-Inspired Sandwich Cookies](https://www.trendhunter.com/trends/oreoid-orchard-limited-edition-cookie-pack.md) - [Customizable Pride Cookie Packs](https://www.trendhunter.com/trends/oreo-pride-limited-edition-cookie-pack.md) - [Immersive Mint Pop-Ups](https://www.trendhunter.com/trends/the-tic-tac-experience.md) - [Hybrid Nutty Chocolate Treats](https://www.trendhunter.com/trends/mondelz-international-and-hershey.md) - [Whimsical Snack Machines](https://www.trendhunter.com/trends/jaffa-cakes-installation.md)