PEOPLE can exclusively reveal why the star chose to work with Oreo, despite sparingly collaborating with brands, and how the sentimental flavor came to be

Selena Gomez has partnered with OREO to make a limited-edition horchata-inspired cookie. The new flavor blends cinnamon, chocolate and sweetened condensed milk creme. The new cookie will be available in the U.

The challenging competition has encouraged them to find new ways to catch people's attention and keep them engaged. 💵💰 Don't miss the move: Subscribe to TheStreet's free daily newsletter 💵💰 An emerging trend becoming more common across all markets is partnering with popular celebrities and creating enough buzz among fans to make the collaboration go viral on social media.

Celebrity food tie-ins have become a common occurrence, but there are two significant things that set apart Selena Gomez's new collaboration with Oreos