What I’m seeing in the snack aisle right now is absolutely fascinating and really weird. Two of America’s biggest snack rivals just did something that would have been unthinkable. Oreo and Reese’s — owned by completely different companies — are joining forces.

Mondelēz’s Oreo and Hershey’s Reese’s are launching not one, but TWO collaboration products this fall. And yes, it’s yet another marketing gimmick and brand manager doing yet another Oreo line extension to add to the over 85 (count ‘em) flavors of Oreos! The companies say they are watching social media — TikTokers, opening up Oreo cookies and slathering them with Reese’s peanut butter cups. But really?

But here’s what’s really happening behind the scenes. It’s a perfect storm: Both companies are struggling. Mondelēz just reported a 3.5 percent drop in North American sales. Hershey’s hiking prices because cocoa costs are through the roof, thanks to tariffs. And consumers are cutting back on impulse treats. Maybe it’s time to stop these Hail Mary idiotic brand extensions to boost sales and just focus on the core product? Or, hey, what about a healthier Oreo?