Oreo and Cadbury Dairy Milk are taking their near-£50m partnership beyond the confectionery aisle for the first time in the UK, with the launch of a chocolate-covered biscuit.
Oreo Cadbury Coated (rsp: £2/164g) will roll out in coming weeks after a successful debut in Australia, where the biscuit appeared in 2017 and generated value sales of A$5m (£2.8m) in its first year.
The NPD will feature this year in Oreo’s £2m campaign including social media and in-store activation – as the brand aims to attract younger shoppers to the biscuit aisle.
“Biscuits currently over-index with older consumers, so through this new innovation retailers can bring new shoppers into the category” said Oreo and Cadbury Dairy Milk owner Mondelez.
It first combined the two brands in 2012 as a sharing bar of chocolate. The duo has since become worth £47m, having added the likes of a Big Taste tablet and an Oreo Creme Egg.
“The meeting of two of the country’s favourite brands – Cadbury and Oreo – is set to shake up the sweet biscuits category,” said Joanna Dias, senior brand manager for Oreo.
The brand struggled in grocery’s sweet biscuit segments last year, losing 16.1% in value sales to £43.9m as shoppers favoured healthier and more indulgent options [Nielsen 52 w/e 8 September 2018]. Meanwhile, Cadbury Dairy Milk dipped 1.3% in confectionery to £517.5m.
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