The Oreo Cones 4 Pack will roll out to grocery, convenience and independent retailers from the end of February.
Worth £1.3bn worldwide, Oreo has grown by 12% since 2011 and is now worth £21m in the UK. The launch of Oreo Cones 4 Pack sees the brand extend out of confectionary into the take-home ice cream market for the first time.
Available in a 4x 100ml format at an RRP of £2.79, the product follows Oreo’s established flavour profile, offering consumers a black-Oreo-flavoured cocoa cone with real Oreo cookie pieces in the ice cream.
The launch will be supported by a targeted marketing campaign by Frederick’s Dairies that includes extensive national sampling throughout May and June. The launch will also benefit from a £3.6m marketing campaign from the Oreo parent brand in 2013.
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