Cadbury Dairy Milk will launch new mint and peanut butter-flavoured Oreo bars this month, in a bid to recruit young adults to the tablets category.
The new bars have a flavoured cream filling with added chunks of Oreo cookie, all covered in Cadbury Dairy Milk chocolate.
Cadbury Dairy Milk and Oreo continues to be Mondelēz’s best co-branded product, the company said. Tthe small tablet is the third best-selling Cadbury Dairy Milk tablet in the UK, while the countline has been hugely successful since launch in August 2014, generating £4.5 million in sales.
The latest launches will be supported by a £3 million marketing investment including out-of-home, PR and digital support.
Mondelēz International brand manager Joanna Dias said: “We are excited to add these two sumptuous new flavours to the classic Cadbury Dairy Milk Oreo, giving chocolate lovers even more ways to enjoy their favourite treat. Tasty and irresistible, the peanut butter variant will appeal to those who love the current peanut butter trend, whilst the delicious mint flavour will no doubt delight those who love a classic combination.
“In testing, 89% of consumers said they were likely to purchase one of the three Cadbury Dairy Milk Oreo flavours – mint, peanut butter or standard Oreo – so we believe the range will appeal to new shoppers and occasions to unlock incremental chocolate sales.”
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