Oreo is launching a double-layered spin-off of its classic biscuits.
The NPD combines its traditional vanilla creme filling with another flavoured layer for “a playful twist” on the treats.
Two flavours – Vanilla & Caramel and Vanilla & Raspberry – will roll into retailers next month (rsp: £1.19/157g).
“We wanted to create something really fun for Oreo lovers, adding a twist to the original sandwich cookie filling consumers know and love,” said Oreo UK brand manager Katya Savelieva.
The innovations – based on the “latest flavour trends” – were “the perfect combinations to generate excitement in store, and the first of a strong innovation pipeline for the brand, driving incremental sales for retailers”, she said.
The launch will be supported by in-store and digital activity.
Oreo isn’t the only biscuit brand hoping to lure new shoppers with trend-led innovations.
Border Biscuits jumped on the chocolate orange trend this year, unveiling its new “accessible premium” Dark Chocolate Orange Biscuits.
Over recent months, McVitie’s added a chocolate cherry flavour to its V.I.Bs range to lure in younger shoppers, and expanded its Club range with a “hugely popular” salted caramel flavour.
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