Oreo Peanut Butter Flavour
Who: Mondelez
What: Oreo Peanut Butter Flavour
Where: Sweet biscuits
When: Launched August 2015
How much: Rsp: £1.08/154g
Why: More than 100 years old in their US homeland, Oreos have been officially available in the UK since 2008 and have quickly become a major player in biscuits. With sales up 12.1% to £35.7m, they are an undoubted success story in a category that has seen zero growth in the past year [IRI 52 w/e 15 August 2015]. The brand has also inspired spin-offs including Mondelez’s own Cadbury Dairy Milk with Oreo, and a successful ice cream range from R&R. This flavour, along with the vanilla-flavoured Golden Oreo, is the first UK extension for the biscuit itself.
Consumer verdict: There was a high level of interest pre-trial thanks to the recognisable brand and bright packaging. After testing, it lived up to expectations for most consumers, rating above average on every measure. Some testers in the South commented the flavour seemed artificial and lacked peanut butter but, in other regions, most liked the flavour and crunchiness of the biscuit. Six out of 10 testers said they expected to buy this at least monthly.
Pre-trial purchase: 69%
Post-trial purchase: 72%
Better than what’s out there: 72%
New and different: 89%
Overall score: 46/50
What is Fast Foodfax?
It is a subscriber service that has been running for more than 30 years, offering consumer assessments of new products and allowing comparisons with more than 17,000 products from our database. It is objective, impartial and totally independent, and each product is assessed using original consumer feedback from respondents across the UK. See here for further information. Fast Foodfax is prepared by Cambridge Market Research, which works closely with The Grocer magazine on a variety of projects including the consumer judging element of the The Grocer’s Own-label Food & Drink Awards and New Product Awards.
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