Someone once said: If it isn’t broke, don’t fix it. That person does not work for Oreo.

Oreo makes a lot of cookies — 40 billion of them in 18 countries each year — enough to make it the world’s best-selling cookie. Most of them are the familiar sandwich that’s over 100 years old: white cream nestled between two chocolate wafers. But the company has increasingly been experimenting with limited-edition flavors that seemed designed as much for an Instagram feed as they are to be eaten.

“Everyone loves the classic Oreo,” said Madeline Vincent, a brand manager for Oreo. “We don’t mess with that.”

But outside that classic Oreo? Oh, there is much messing about. This year, the company released limited-edition flavors like Jelly Donut, Mississippi Mud Pie and Firework. They joined a packed shelf that has recently included flavors like Cookie Dough, Birthday Cake, Mint, S’Mores and Red Velvet, which proved so popular as a limited edition that the company upgraded it to everyday flavor status.