Mondelēz International will bring together Cadbury chocolate and Oreo for two new sharing products in the UK, to be launched in February.
Building on the success of Cadbury Dairy Milk Oreo in tablet form, the company will launch Cadbury Dairy Milk Oreo Sandwich. The new tablet will see a layer of Cadbury Dairy Milk chocolate sandwiched between mini Oreo biscuits.
Mondelēz also aims to profit from the sharing chocolate bags category with the launch of Cadbury Oreo Bites. The new bags will include small Cadbury bitesize pieces filled with a creamy and crunchy Oreo filling.
Mondelēz said that Cadbury Dairy Milk Oreo is growing at a rate of 16% each year.
The Cadbury Oreo platform will be supported by a £2.5 million activation plan in spring 2018 including PR, digital, out-of-home advertising and in-store activation.
Francesco Vitrano, Mondelēz International marketing activation director for chocolate, said: “Cadbury and Oreo has been a winning match since the tablet launched in 2012 and it has also been a success story when extended into other segments (singles and seasonal).
“We’re bringing two sharing products to the chocolate category that are unlike anything else in the market.” He added that the company hopes these launches will drive penetration and recruit new shoppers to the market.
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