Oreo has added two new flavours inspired by popular American variants – Oreo Strawberry Cheesecake and Oreo Mint.
Oreo Strawberry Cheesecake is the first fruity flavour to be introduced to the range and is based on the popular US Berry variant. This was shortly followed by the arrival of number one USA Oreo variant, Oreo Mint, which aims to capitalise on the UK’s fascination with minty flavours.
Aimed at driving growth within sweet biscuits by attracting incremental consumers to the category, the new flavours will be supported by a £4m investment including TV, PR, digital and experiential activity from August.
Helen Potter, Oreo senior brand manager at Mondelēz International, said:
“Oreo’s existing portfolio is already well-established in the UK, and we are constantly striving to evolve the brand through investment in NPD and innovation. In the last year, we’ve seen great success with new additions, they helped recruit younger consumers to a category that usually draws in families and mums, so we believe launches provide a great opportunity for retailers to drive sales through a very popular brand.
“These latest additions have been inspired by UK trends and building on success we’ve had in the USA. We know our consumers love the Oreo brand globally and many of our British fans have told us that they’d like us to bring some of the American flavours across the pond so we’re launching two of their favourites this summer. Three per cent of all Oreo mint mentions globally are in fact from the UK so we recognise the desire that Oreo fans have in bringing Oreo Mint across the pond! Retailers should stock up to make the most of increased excitement and awareness.”
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