February 1, 2023
By Anjali Kochhar
Popular cookie brand, Oreo, launched its metaverse experience “OREOverse“ this week.
Built on Meta’s Horizon Worlds, Oreo’s new metaverse allows fans to play cookie-themed games. The games involve several levels with exploration, twisting, and dunking the cookies, and are intended to promote the latest edition of the cookie – “The Most Oreo Oreo”.
With Meta’s association with the Oculus virtual reality headsets, Oreo was keen to emphasize that its experience can also be accessed via mobile and computers.
The promotional offer associated with the launch promised a multitude of prizes – including a $50,000 sweepstakes, game consoles, and virtual reality headsets.
The brand has also partnered with Martha Stewart, best known for her popular cookbooks. Stewart is not new to web3, having launched her personal NFT collection “Fresh mint” in 2021.
While the OREOverse games are built on Meta’s platform, several other consumer goods companies are marketing their new products in other existing gaming worlds.
Last year, McCain Foods, the company behind the famous McCain fries, collaborated with metaverse platform Roblox and NFT-themed restaurant, Bored & Hungry to educate audiences on regenerative agriculture. Similarly, Unilever’s popular Magnum ice cream launched a virtual museum in Decentraland, another virtual destination for digital assets.
In the past, in several ways, the food and beverage sector collaborated with blockchain. And there’s an endless possibility of this happening in the future.
One way is for restaurants to include cryptos or NFTs in their reward and loyalty programmes, while another way could be to introduce customers to a food metaverse. Experts call this a “natural progression” for food and blockchain tech. While youngsters are ready to give it a shot, some are doubtful about its prospects, given the concerns of the government and the regulatory authority over cryptocurrencies.
About the author
Anjali Kochhar covers cryptocurrency stories in India as well as globally. Having been in the field of media and journalism for over three years now, she has developed a sharp news sense and works hard to present information that goes beyond the obvious. She is an avid reader and loves writing on a wide range of subjects.