It seems like every new month brings a new Oreo flavor, from cotton candy to lemon and brownie batter. (And that’s just this spring and summer!) The cookie conglomerate’s newest cookie, though, isn’t a new flavor at all. It’s just 40% less cookie.

“Oreo Thins” are hitting store shelves on July 13. If your first thought is “diet Oreo,” you’re not alone — but parent company Mondelez swears that’s not their intention, the Associated Press reports.

Apparently the thinner cookie is, instead, meant to invoke sophistication: Oreos are for kids, according to their maker, but Oreo Thins are for grown-ups. The skinnier cookies aren’t meant to be twisted or dunked but instead just eaten — despite the fact that apparently half of Oreo eaters do in fact dunk or dismantle their sweet treats.

“If people want to do that, it’s clearly up to them,” a senior Oreo executive told the AP.

So why is Oreo sucking all of the joy out of life? Because the thinner cookies sold like gangbusters after a trial run in China, and — despite cotton candy, s’mores, red velvet, and brownie batter — Oreo’s cookie sales are apparently slumping in North America. The company hopes that the thinner new product, which costs the same amount as the old product, will reverse the trend.

Oreos get thin, going for ‘sophisticated’ air [Associated Press]

Want more consumer news? Visit our parent organization, Consumer Reports, for the latest on scams, recalls, and other consumer issues.