How China changed the Oreo

04/30/2008 | Wall Street Journal (free content), The

To appeal to the Chinese palate, Kraft Foods revamped the round cookie-and-cream sandwich, first marketed to U.S. consumers in 1912, into a long, thin, chocolate-coated wafer. Through a series of promotions and market tests, Kraft Foods found that cookies were not particularly popular in China and that the traditional Oreo was too sweet for most Chinese consumers. The revamped Oreo wafer stick has helped propel Kraft into the No. 1 biscuit-maker slot in China.

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Wall Street Journal (free content), The

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