Oreo 3D Printer Uses Twitter to Make Cookies at SXSW

Mar 10, 2014 04:01 PM EDT | By Dina Exil

A 3D printer is making Oreo cookies in a very different way--by cranking out whichever flavor is trending on Twitter in a little under two minutes.

According to Adweek, OREO introduced its 3D printer vending machines at the 21st annual Austin, Texas South by Southwest Interactive. It's called the Oreo Trending Vending Machine, by Oreo and Cadbury-owner Mondelez International, a company aiming to bring "connected experiences" to consumers through its products.

The 3D printing machine, which allows people to create their own Oreo cookie based on what is trending on social media in real time, is part of the company's aim to bring "connected experiences" to consumers through its products.

The machine, called "Trending vending," is powered by Twitter and serves up "deliciously hyper-personalized and customized snacks based on real-time data collection." It allows South by Southwest attendees to create custom Oreo cookies based on trending social conversations.

"We partnered with Twitter and built unique algorithms that prints the cookies based on what's trending on Twitter in real time," said B. Bonin Bough, VP of Global Media and Consumer Engagement, Mondelez International. "If you think that the 'Daily Twist' work was about being able to see culture through the eyes of Oreo, this is the ability to actually taste culture through an Oreo. We call it 'eat the tweet.'"

Users can choose from 12 cookie flavors and crème colors to make their custom Oreos, which are completely edible. Using 3D technology, the machine makes the unique Oreo in less than two minutes. Note that the choices change depending on Twitter trends.

Oreo officials stated that the 3D technology could permanently change food production worldwide. Mondez International is about taking the "simple customization" of a product one step further.

"I think one day you'll be able to 3D print a lot of things, everything from chocolate to candy, that's already being done right now, but again, it's not so much just about the technology although it's a breakthrough," Bough said. "It's really about how do you get to understand what consumers want and deliver those kinds of customized experiences."

The machine has 12 different flavors, from banana to mint to birthday cake to lime. Chocolate or vanilla wafers are used to create the cookie.There are also four different pattern options for printing the center of the Oreo. In total, there are over 4,000 possible combinations.

Twitter users can share their favorites using the hashtag #eatthetweet. Now this is what 3D printers should be used for.

What do you think of OREO's new 3D printer vending machines?

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