Mondelēz International has launched a new biscuit line in the UK as it aims to respond to consumer demand for convenient treats.
Called Joyfills, the snacks are light, crispy bites with a creamy filling. Four variants are available: Joyfills Oreo, Joyfills Oreo choco caramel creme, Joyfills Cadbury milk chocolate creme, and Joyfills Cadbury choco cookie creme.
Mondelēz said that with increasingly busy lifestyles, consumers are looking for convenient, bite-sized treats that won’t weigh them down.
Carly Sharpe, Joyfills brand manager, said: “We’re so excited to bring something truly innovative to the biscuit market, designed specifically to meet consumer needs. Testing has shown that consumers have a high purchase intent through our strong product offering and pack design, so we believe that this will be a real opportunity for retailers to drive incremental biscuit sales for the afternoon, on the go and evening treating opportunity.
“We’ve got a strong multi-channel campaign to support the range in its first year, with the first burst kicking off from the end of August to the end of October, so retailers should stock up now to make the most of heightened consumer awareness.”
The release comes weeks after Mondelēz announced it will roll out several new ‘low-sugar’ confectionery products in the UK over the next two years, including a new Cadbury Dairy Milk bar containing 30% less sugar.
A team of 20 scientists worked for two years to create a formula for the bar which would replicate the taste of the signature Dairy Milk bar without using artificial sweeteners, while drastically reducing the sugar content.
© FoodBev Media Ltd 2020
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