Big biscuit brand Oreo is hoping to recruit under-45s with its latest launch. Its current range is bought by this age group for their kids but brand owner Mondelez hopes the introduction of its new Oreo Thins will appeal to the purchasers themselves. Oreo Thins are thinner and more delicate than traditional Oreos but still have a layer of creamy filling and are said to be ideal for the mid-afternoon ’nibbling’ occasion.

"The product offers a new, more sophisticated eating experience that answers consumer desire for a lighter everyday treat while still delivering on the great Oreo taste," says Mondelez.

Thins are available in Original Vanilla and Chocolate Creme varieties in a 48g pack, with an rrp of 55p. Price-marked packs are available.

The launch is being supported by a £3m marketing investment including TV, outdoor, PR and digital and sampling activity, which will be part of a total £8m campaign for the overall brand. Oreo senior brand manager, Helen Potter, says Thins is a proven formula that has already performed extremely well in other markets.

According to Nielsen data, Oreo is currently worth £44.8m in the UK and is growing at a rate of 33.4% year-on-year. Data also reveals the brand is the top-value growth contributor to sweet biscuits, having added £11.2m to the category in the past 12 months.

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