This summer, OREO CAKESTERS is inviting fans to experience the softer* side of snacking as it launches “The Soft Life” Pop-Up: An OREO CAKESTERS Brand Experience and nationwide tour. Designed to bring the treat to life through the senses, the free, public pop-up experience completely immerses OREO cookie lovers in the pillowy world of the brand’s softest OREO CAKESTERS recipe yet*. Inside this first-of-its-kind activation, fans will be able to see, touch and even taste what it means to embody OREO CAKESTERS’ signature softness. Starting in New York City’s Meatpacking District on June 12–13, 2026 before a nationwide tour, guests will be transported into a new reality with softness found at every turn:

• A soft-baked bakery counter where guests order OREO CAKESTERS-to-go, presented like pastries.
• An interactive giveaway experience featuring numerous OREO CAKESTERS merch items.
• A cloud pillow pit with an overhead mirror for photo opportunities.
• A scent discovery station.
• Custom-branded Airstream camper parked outside, offering a preview of “The Soft Life” Summer Tour.

First launched in 2007 and brought back in 2022 due to overwhelming fan demand, the OREO brand announced in April that it would reformulate its signature OREO CAKESTERS recipe to be even softer* and more delicious. Backed by The Food Institute and Collage Group data showing that nearly two thirds of modern snackers like soft textures in sweet snacks, and nearly 30% of consumers seek out sweet baked snacks on-the-go, per Circana and Mondelēz data, the new and improved OREO CAKESTERS deliver on the want for a textured snack, all in the same convenient packs.  

“We know today’s snackers want dynamic, on-the-go treats, and we are thrilled to deliver our softest, most delicious OREO CAKESTERS yet,” Melissa Renny, Senior Director, Cakes & Pastries commented “While we kept the nostalgic flavor long-time fans expect, we wanted to celebrate this upgraded recipe in a big way that would pique the interest of new consumers. ‘The Soft Life’ goes beyond just tasting the product—it immerses fans in a playful, pillowy world where they can truly feel the softer side of OREO CAKESTERS.”

“The Soft Life” Embarks on Nationwide Summer Tour
Can’t make it to NYC? “The Soft Life” is hitting the road! Following the pop-up in New York City, a custom-branded Airstream camper will embark on “The Soft Life” Summer Tour. Beginning on July 2, 2026, the tour will bring the sensory experience and sampling to cities and local events across the country. 

Event Details:

• Event: “The Soft Life” Pop-Up: An OREO CAKESTERS Brand Experience
• Location: 22 Little West 12th Street, Meatpacking District, New York, NY 10014
• Dates: June 12–13, 2026
• Hours: 12:00 PM – 7:00 PM daily 
• Admission: Free and open to the public

“The Soft Life” Summer Tour Details:

• Dates: Beginning on July 2 through the summer months
• Tour Stops (Cities):
  • Milwaukee, WI – July 2-4
  • Chicago, IL – July 10 – 12
  • Columbus, OH – August 1-2
  • Bethlehem, PA – August 7 – 9
  • Asbury Park, NJ – August 14 – 16

Additional tour stops in California and Texas will be announced at a later date. *Compared to the original OREO CAKESTERS recipe