Oreo's Newest Flavor Riffs On the Hostess Cupcake

It follows right on the heels of the company's new Cinnamon Bun flavor.

Regular, cream-filled Oreos just don't cut it anymore, apparently. The masterminds at Nabisco are continuing to expand on the iconic cream-filled cookie with its latest flavor: "filled cupcake," which is clearly a riff on the famed Hostess cupcake. In this iteration, the traditional chocolate wafers will sandwich chocolate frosting with a dollop of vanilla cream in the center.

The new cookies will hit store shelves nationwide on February 8. However, several New Yorkers were able to sample the new flavor early at the brand's Manhattan pop-up, dubbed the "Oreo Wonder Vault." (It's located at 245 W. 18th St. and will be open until 6 p.m. Tuesday.)

This new flavor launch will come as no surprise to Oreo fans who have already hoarded packages of last year's specialty flavors like red velvet, s'mores, churro, brownie batter, cotton candy, and thin Oreos. This year, the brand's new "Wonder Vault" marketing campaign will debut a slew of new flavors. The first to be unveiled this year was Cinnamon Bun, which hit shelves a little over a week ago. But don't think the company is just tossing out new flavors willy-nilly: According to a spokesperson for Oreo, most flavors take anywhere from 12 months to a few years to develop.

While the new flavor combos may be innovative in the cookie world, most of the recent novelty flavors are just riffs on various other pastries. Reached for comment by Eater, a spokesperson for Hostess said, "While imitation is indeed the sincerest form of flattery, a CupCake by any other name could never be as sweet as the original." Perhaps Oreo's next copycat move will be a Cronut-flavored cookie.

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