Oreo debuts new flavor, offers $500K for next cookie

New 'Firework' Oreo hits store shelves

The new limited-edition cookie is your standard Oreo delectableness - but these aren't filled with just any creme center.

The new flavor is available for a limited time only.

Oreo released a new flavor that makes it OK to eat cookies for breakfast.

The company is planning to have a "playful conversation with our fans" with their contest creations, Madeline Vincent, brand manager of Oreo North America, told Advertising Age.

The "Firework" Oreo started lining the shelves Monday. The grand prize victor will eventually be chosen via fan vote in July of next year. That's a lot of money for a couple minutes of cookie musing.

More news: Ferguson protester photographed with tear gas canister, bag of chips found dead

That's right! Popping candy crème create a sensation like fireworks in your mouth.

Social media campaigns are likely to become the norm in the food manufacturing space, as consumers enjoy having influence over their favorite brands and products. The company had already selected the new flavor, Chili and Sour Cream, but awarded almost $6,000 to the individual who submitted the best video or animation advertisement showing it off.

The cookie with its chocolate wafers on the outside features a cream filling with red and blue popping sweets.

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In addition to the prize money, the victor will also see his or her creation on store shelves and get a trip to New York City for "unprecedented VIP access" to check out "never-before-released Oreo creations", and top-secret prototypes, in the "Wonder Vault".

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