When I showed my friend the Limited Edition OREO Space Dunk Chocolate Sandwich Cookies, the first thing that came to her mind was that “it would taste like Michael Jordan in Space Jam.” This reference completely altered my expectations of the new cookie. As you may know from my Pumpkin Spice Taste Test, I am a big fan of Oreo’s flavor development and execution of concepts. However, my take on the Space Dunk Cookies may surprise you.

How Does Oreo Come Up with New Great Flavors?

Every few years, a new post is published with an insider look at how Oreo keeps coming up with new great flavors. However, these posts tend to overcomplicate the process, using big words to create the illusion that Oreo is utilizing exclusive technology and expertise. In reality, the secret to Oreo’s ability to launch new innovative flavors is simply the combination of a great Food Science team and Marketing team.

The Marketing team researches current and upcoming trends, while the Food Science team executes the cookie based on the trends and data provided by Marketing. This process is not unique to Oreo; all Consumer Packaged Goods, such as the packaged food you buy at the grocery store, have a Food Science and Marketing team behind them. Even major chain restaurants such as McDonald’s or Red Lobster follow the same process.

Marketing plus Food Science equals innovation. After that, they just verify proper pricing, nutritionals, regulatory compliance, and food safety. And that’s it. Consider this your shortcut to understanding the process.

OREO Space Dunk Chocolate Sandwich Cookies, Limited Edition

Release Date: January 23rd, 2024

OREO Space Dunk Cookies were launched on January 23rd, 2024. Although there is no specified timeline for their availability, it is expected that they will be purchasable for the majority of the year. These cookies aim to provide consumers with an out-of-this-world experience, simulating the sensation of lifting off into space.

Takeaways

• Popping candy over-delivered, but the marshmallow flavor lacked in texture. Although Oreo never claimed to match the marshmallow texture.
• Oreo’s packaging was out of this world. As soon as I saw the packaging, I picked it up and added it to my cart.
• Great eating experience, but minor discomfort after swallowing popping rocks.
• Despite minor flaws, the Space Dunks offered a great eating experience and visual appeal, earning a high overall rating.

Criteria

OREO Space Dunk Cookies will be evaluated based on three criteria: Packaging, Delivery, and flavor. Each criterion will be rated on a scale of 1-5 and multiplied by the corresponding points.

Packaging (x1 Points)

Packaging will be evaluated based on its ability to attract the customer’s attention. Would you stop to grab these if you passed by them while rushing through the aisle? Additionally, how convenient is the packaging? Would you need to transfer the cookies to a new container to maintain freshness? Bonus points will be given for interactive packaging.

Delivery (x2 Points)

We will be testing the cookies against the actual description provided by Oreo.com:

• “Signature chocolate wafer cookies filled with two layers of cosmic flavored creme with popping candy and 5 never-before-seen galactic cutout designs including a Telescope, Astronaut, Stargaze, Shooting Star, and Rocket.”
• According to Oreo.com, the cosmic creme flavors are marshmallow flavored.

Flavor (x3 Points)

Simply put, do the cookies taste good? Would you eat them again? Regardless of the packaging or delivery, taste will be the deciding factor in whether you would eat them again.

Unlike other taste tests, cost will not be a factor in judging. If you’re going to buy the Oreo’s Limited Edition and if you’re reading this post, you’re likely an Oreo lover and a few extra dollars won’t matter.

Ratings

Packaging 5/5

One of the oldest sayings is “We eat with our eyes first.” Whether we’re looking directly at food, reading a menu, scrolling down the cookie aisle, or people-watching at the bar, our first impression is based on looks. If it looks good and sounds good, then it must taste good. We’ve all been in relationships where that was the furthest from the truth. The same applies to food; regardless of how the packaging looks, you never know what you’re getting until you try it. Nevertheless, Oreo’s packaging was out of this world. As soon as I saw the packaging, I picked it up and added it to my cart. I know I said pricing would not be evaluated, but I didn’t even check the pricing before adding these to my cart.

Delivery 4.75/5

Popping Candy – 5/5 | Marshmallow Filling – 4.5/5

The first time I tried the Space Dunks, I didn’t get any sensation of the popping candy. Rather, I could only hear the popping noises. A day later, after retrying them, I was foolish not to feel the obvious sensation. The popping candy over-delivered as it popped well past the required chewing time of the cookie to swallow. One taster noted that they could feel the popping even after swallowing.

When I read that the cosmic creme mimicked marshmallow, I wasn’t exactly sure what that was supposed to taste like. Marshmallow is more about texture than flavor. They did not hit the mark on the texture (nor did they claim to aim for that). If I were to describe the flavor of a marshmallow, it would be simply sugar and a hint of vanilla. Initially, the chocolate from the cookie overpowers any opportunity to recognize the vanilla profile of the filling. After retasting, I immediately understood the marshmallow flavor. Surprisingly, it was not difficult to picture marshmallow without the texture. I would still prefer there to be a closer resemblance in texture to a marshmallow, but I understood why Oreo may have chosen not to go that route.

Flavor 4.5/5

The overall eating experience of the Space Dunks was great. The texture remains consistent with the Oreo that you know and love. The flavor was delicious, and the visual appeal makes you hungry for more. The cookie itself seemed to have more chocolate flavor than the traditional Oreo, but no other taste tester agreed with me. The only thing preventing this from being a 5/5 is that there were complaints about the popping rocks feeling uncomfortable after swallowing.

Conclusion

Oreo Cookies never disappoint. Whether they are perfect or fall short, they are always delicious. As someone who doesn’t usually enjoy chocolate (yes, you read that correctly), I am often embarrassed by how much I like Oreos. While they are not my new favorite flavor and there are other staple flavors I prefer, I did enjoy the Space Dunk experience. Like Michael Jordan, the Space Dunk had the appearance, the pop, and the flavor, but it was missing that secret sauce to make it a cookie as good as LeBron.

Rating: 28/30 (93% A-)