Bringing together two classic British and American brands is once again paying dividends for Mondelez - with retailers claiming Cadbury Dairy Milk with Oreo is flying off shelves.

Launched last month, the bar has clocked up £426,000 in sales in its first two weeks on shelf [Nielsen 2w/e 13 October], with The Co-operative Group saying it has been outselling all other chocolate block SKUs by 2.5 to one.

“Our shoppers have clearly enjoyed this product,” said Jenny Dixon, chocolate category buyer at The Co-op, who added that the retailer had sold “well over” half a million bars in three weeks. This was echoed by Asda, which said Cadbury Dairy Milk with Oreo was currently its third best-selling chocolate bar.

Cadbury will be hoping the launch brings a long-term boost to sales of Cadbury Dairy Milk - currently down 0.6% by volume and up just 0.2% by value [Nielsen 52 w/e 15 September]. Over the same period, Oreo biscuit sales rose 12% by volume and 10.4% by value.

Mondelez said the launch had so far contributed to a 2.9% increase in the company’s share of the chocolate tablets market, taking it to 51.5% [Nielsen].

“It is still very early days for Cadbury Dairy Milk with Oreo, but initial signs show it is performing phenomenally - well ahead of all targets,” said CDM senior brand manager Benazir Barlet-Batada. “It delivers something really different to the brand portfolio and is proving popular with a slightly younger demographic than standard CDM.”

Mondelez has recently announced a raft of new products under the Cadbury brand, including the Egg ‘n’ Spoon Easter novelty due to roll out in January and ‘female-friendly’ countline Crispello.

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