Umair Haque / Bubblegeneration
umair haque  


Design principles for 21st century companies, markets, and economies. Foreword by Gary Hamel. Coming January 4th. Pre-order at Amazon.

Wednesday, June 16, 2004

The Journal has a nice piece on the death of the cookie. It asks why the cookie is dying, and then answers it's own question:

"...The cookie industry is frantically trying to respond, but results have been mixed. Kraft stretched the Oreo into an oblong, covered it in chocolate and called it Oreo Barz, as if it were a portable snack like an energy bar. The product is struggling. Kraft cooked up a microwavable cookie it thought would be just like homemade, but the company had to pull its Ooey Gooey Warm 'N Chewy Chips Ahoy! cookies from shelves last year after consumers complained about an odd texture and the $2.99 price".

The answer is very simple - mass-produced cookies are even worse for you than home-made cookies, they don't taste as good, and now everyone knows. If I were the cookie companies, I would try something REALLY radical - not Oreo Barz - I would simply become a cookie business again focused on really making cookies for people. As opposed to a cookie corporation, who can only see the technics and the finance of the cookie; who can only think in terms of selling the lowest cost cookie with the best 'mouthfeel' at the highest price possible - which is simply what all of these cookie 'innovations' really are.

-- umair // 11:55 AM // 0 comments


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