Mondelēz International is using two of its biggest brands to boost its latest launch, Joyfills.
Joyfills are biscuits with a creamy filling, and the range will launch with four variants:
• Joyfills Oreo – sweet crispy wheat pillows with cocoa and vanilla soft filling;
• Joyfills Oreo Choco Caramel Creme – sweet crispy wheat pillows with cocoa and caramel soft filling;
• Joyfills Cadbury Milk Chocolate Creme – sweet crispy wheat pillows with a milk chocolate soft filling; and
• Joyfills Cadbury Choco Cookie Creme – sweet crispy wheat and cookie pillows with a milk chocolate soft filling.
Carly Sharpe, Joyfills brand manager, commented: “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 design5, 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.”