Cadbury Dairy Milk is launching two Cadbury Dairy Milk Oreo variants this month.
The two new bars have a flavoured cream filling in two popular flavours – Mint and Peanut Butter – with added chunks of Oreo cookie, all covered in Cadbury Dairy Milk chocolate. The launch aims to recruit new young adults to the tablets category.
The launches will be supported by a £3m marketing investment including OOH, PR and digital support.
Joanna Dias, brand manager at Mondelēz International, said: “We are excited to add these two sumptuous new flavours to the classic Cadbury Dairy Milk Oreo, giving chocolate lovers even more ways to enjoy their favourite treat.
“Tasty and irresistible, the peanut butter variant will appeal to those who love the current peanut butter trend, whilst the delicious mint flavour will no doubt delight those who love a classic combination.
“In testing, 89% of consumers said they were likely to purchase one of the three Cadbury Dairy Milk Oreo flavours (mint, peanut butter or standard Oreo), so we believe the range will appeal to new shoppers and occasions to unlock incremental chocolate sales.”