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Kraft Heinz makes Kraft macaroni and cheese, Jell-O desserts, Maxwell House coffee, Heinz ketchup, Oscar Mayer cold cuts and Kool-Aid flavored drink mixes. But it's been lacking in cookies, until now.

The company, formed in 2015 out of the merger of two food giants, just launched its first cookie brand, and it was created for China. The brand name is Kraft Jif Jaf, the mascots are quirky personified cookies with big eyes, and the products include wafers and chocolate sandwich cookies with fillings in unusual flavors like matcha tea, chili and cheese. (Cheese-and-chocolate sounds weirder than it is: Ad Age did a taste test, and the filling is overpowered by the chocolate biscuit. There's a faint cheesy tang when you sniff it, though.)

Oreo redux?

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