OREO CAKESTERS Debuts "The Soft Life," a Nationwide ASMR Pop-Up That Engages the Senses

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Looking for things to do in NYC and beyond this summer? To celebrate the newly reformulated, softer-than-ever OREO CAKESTERS, the OREO brand is inviting fans on a free, sensory tour across the U.S., starting in New York's Meatpacking District.The Softer* Side of Snacking: OREO CAKESTERS is hosting "The Soft Life"—a free, ASMR-packed pop-up in NYC's Meatpacking District on June 12–13Enter a Pillowy, Playful World: The immersive experience replicates the pillowy soft feeling of biting into OREO CAKESTERS—a delicious, soft-baked twist on OREO cookiesOREO CAKESTERS Hit the Road: "The Soft Life" will embark on a nationwide summer tour, with a custom-branded Airstream camper bringing the immersive sampling experience to cities and local events across the countryEAST HANOVER, N.J., June 3, 2026 /PRNewswire/ -- 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 f...

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