Mondelez has also executed some savvy social media campaigns on behalf of the once-humble, now-hyped sandwich cookie, which was invented by Nabisco (a snack food company that eventually became part of Kraft Foods). Some 38.7 million people publicly “like” the Oreo brand on Facebook, a handful more than the number who “like” Starbucks.

And then there are the various permutations of the original chocolate-cookie-plus-vanilla-cream model: Oreos with peanut butter filling, mint-flavored Oreos, Oreos with coffee-flavored cream filling, Pumpkin Spice Oreos, Watermelon Oreos, and now Red Velvet and, perhaps, S’mores Oreos. That’s just in the US, where there once was even an Oreo breakfast cereal.

More than $1 billion of the brand’s global revenue is generated in developing markets. In China, there are Oreos in wafer form, and Oreos filled with cream in a green tea flavor offering “a cooling sensation that simulates ice cream,” according to Mondelez. In Argentina, one can purchase chocolate-covered Alfajor Oreos. In Mexico, each “Trio Chocolate” Oreo has one kind of chocolate in the filling and a different kind of chocolate in each side of the cookie.

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