Two new flavours are being added to the Oreo range: Golden Oreo and Oreo Peanut Butter.

Golden Oreo will become a permanent addition to the Oreo brand, providing an option for non chocolate-loving consumers. Oreo Peanut Butter will be launched as a limited-edition flavour, tapping into the current popularity for peanut butter spreads.

Aimed at driving growth within biscuits by attracting incremental consumers to the category, the new flavours will be supported by a marketing investment of £2.1m, which includes TV, video-on-demand, social media, product PR, sampling and in-store promotions.

Daniel Kessler, Oreo 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. This double launch marks just the beginning of our plans to re-energise the biscuits category.

“The launch provides a great opportunity for retailers to take advantage of a very popular brand to drive incremental sales. With high-profile media investment planned, retailers should stock up to make the most of increased excitement and awareness.”

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