Mondelez International harnesses AI to revolutionize Oreo flavors, but will this technological leap preserve the beloved cookie’s nostalgic appeal?
At a Glance
- Mondelez International is using AI to develop new cookie flavors for Oreos and other brands
- AI integration has accelerated recipe development, making it 4-5 times faster than traditional methods
- The AI tool optimizes ingredient combinations based on various parameters, including flavor and cost
- Gluten-free Golden Oreos are a notable product of this AI-driven innovation
- Human taste-testing remains crucial in the final stages of product development
AI Takes a Bite Out of Cookie Innovation
In a move that blends tradition with technology, Mondelez International, the maker of the iconic Oreo cookie, has turned to artificial intelligence to craft new flavors for its beloved snack brands. Since 2019, the company has integrated AI into its product development process, aiming to speed up recipe creation and optimize flavor combinations.
The AI tool, developed in partnership with Fourkind (now part of Thoughtworks), uses machine learning to streamline the creation of new cookie varieties. This technological approach has been applied to over 70 different projects at Mondelez, significantly reducing the number of product tastings required by generating pre-optimized recipes.
Mondelez is using AI to tweak its snacks and develop new brand offshoots, and at a pace four to fives times faster than before. (Tasting remains firmly with humans.) https://t.co/cLu2AA9l0t
— The Wall Street Journal (@WSJ) December 17, 2024
Crunching Numbers for Crunchier Cookies
The AI system considers a wide range of parameters when developing new recipes, including flavor, aroma, appearance, cost, environmental impact, and nutritional values. This comprehensive approach allows Mondelez to innovate quickly while addressing current trends such as gluten-free diets and seasonal treats.
“Mondelez International, the maker of Oreo cookies, is crunching the numbers—and the recipes—with the help of artificial intelligence.” Wall Street Journal
One of the most notable successes of this AI-driven approach has been the development of Gluten-free Golden Oreos. Other flavors that have benefited from AI input include Toffee Crunch and Birthday Cake. However, it’s important to note that the AI is not generative; it optimizes existing ingredients rather than creating entirely new concepts.
Balancing Technology and Tradition
While the use of AI has undoubtedly accelerated the product development process, making it four to five times faster than traditional methods, Mondelez hasn’t abandoned the human element. The company emphasizes that the combination of AI efficiency and human intuition ensures that products maintain their nostalgic appeal while adapting to modern preferences.
“As the company’s biscuit digital R&D manager Kevin Wallenstein explained, the AI is not about replacing traditional methods but enhancing them by cutting down on repetitive trial-and-error steps.” Kevin Wallenstein
The journey hasn’t been without its challenges. Early versions of the AI tool had issues, such as suggesting recipes with excessive amounts of baking soda due to its low cost. Mondelez has since refined the AI by training it on the “essence” of its products to better align with consumer expectations and brand standards.
The Future of Flavor
As Mondelez continues to leverage AI in its product development, questions arise about the necessity and cost-effectiveness of this approach compared to human creativity. However, the company maintains that human taste-testing remains a crucial part of the process, ensuring that each new flavor meets the high standards consumers expect from brands like Oreo.
With the AI tool contributing to the development of popular flavors and addressing dietary needs, it’s clear that technology is playing an increasingly significant role in shaping the snacks of tomorrow. As consumers, we can look forward to a future where our favorite treats continue to evolve, blending the best of innovation with the comforting flavors we’ve always loved.
