Mondelēz has launched two new flavours of its Oreo biscuits in the UK, both inspired by popular American variants.
The new strawberry cheesecake and mint flavours will aim to drive growth within sweet biscuits by attracting incremental consumers to the category. They will both be supported by a £4 million marketing investment, including TV, PR, digital and experiential activity from this month.
Oreo strawberry cheesecake is the first fruity flavour to be introduced to the range and is based on the popular US berry variant, while Oreo mint, released this month, will aim to capitalise on the popularity of mint flavours in the UK.
As well as being worth £43 million in the UK and growing at a rate of 28.5% per year, Mondelēz said that Oreo was “the biggest contributor” to growth in the sweet biscuits category in the UK.
Helen Potter, Oreo senior brand manager for Mondelēz International, said: “Oreo’s existing portfolio is already well-established in the UK, and we are constantly striving to evolve the brand through investment in NPD and innovation. In the last year, we’ve seen great success with new additions, they helped recruit younger consumers to a category that usually draws in families and mums, so we believe launches provide a great opportunity for retailers to drive sales through a very popular brand.
“These latest additions have been inspired by UK trends and building on success we’ve had in the USA. We know our consumers love the Oreo brand globally and many of our British fans have told us that they’d like us to bring some of the American flavours across the pond so we’re launching two of their favourites this summer. 3% of all Oreo mint mentions globally are in fact from the UK so we recognise the desire that Oreo fans have in bringing Oreo mint across the pond! Retailers should stock up to make the most of increased excitement and awareness.”
© FoodBev Media Ltd 2024