Mondelez International is adding two new biscuits to its portfolio.
Oreo will be launching a new variant this summer – Choc’O Brownie – after a public consultation asked the UK to help decide on the next addition to the range and 43% of votes were for a biscuit featuring a chocolatey, brownie batter centre in the Oreo cookie.
The launch will be supported by a £2.5m spend through AV, Experiential, sampling and PR and aims to drive incremental sales to the sweet biscuit category and continue to recruit the next generation of biscuit lovers.
Helen Potter, senior brand manager for Oreo at Mondelez International, said: “We’re delighted to reveal that the public chose Brownie Batter to be the next addition to our flavours range. The popularity of the public vote highlights how passionate our consumers are about Oreo cookies and we hope this launch will drive excitement in-store in turn helping retailers drive sweet biscuit sales.”
Cadbury Crunchy Melts will be the second Cadbury biscuit launch.
Available from this month, new Cadbury Crunchy Melts are crunchy chocolate chip cookies with a soft melting centre. The cookies can also be heated up in a microwave oven by following the instructions on pack. The new cookies come in 156g multipacks in three variants – Chocolate Centre, Double Indulgence and Soft Cookie Centre. A £1.29 PMP is also available on the Chocolate Centre variant.
Cadbury Crunchy Melts will benefit from a new TV campaign for Cadbury Biscuits and be supported through in-store activity.
Chiara Missio, marketing manager for Cadbury Biscuits, commented: “Our vision for Cadbury Biscuits is to bring more moments of joy for biscuit lovers across Britain. Cadbury Roundie was our first step towards this and has already delivered £2.1m after just 10 weeks in market.
“Sales of traditional everyday biscuits have been declining as shoppers seek more premium experiences in the treat segment. We believe that this launch will be a hit with consumers trading up by offering a premium and fun sweet treat that stimulates the senses from the nation’s favourite chocolate brand.”