Mondelez International is adding a new 185g Oreo tablet (rrp: £2.49) to its Cadbury Dairy Milk (CDM) range, and changing the shape of its 41g Oreo countline bars into curved segments in keeping with the rest of CDM offering.

The CDM Oreo countline has been hugely successful, with over £4.9m sales generated since its launch in August 2014. The line was named Product of the Year at the 2015 Convenience Retail Awards following a poll of retailers.

The original 120g Oreo tablet, which launched in October 2012, is the third best-selling CDM tablet in the UK market and is now worth £19.4m.

Mondelēz International marketing director Matthew Williams says: “The new shape of Cadbury Dairy Milk Oreo countline will give the packs better shelf stand out in store while still delivering the same great taste that consumers love.

“With the addition of a new Cadbury Dairy Milk Oreo tablet format, we believe the range will appeal to new shoppers and occasions and so will continue to provide a great opportunity for retailers to unlock incremental chocolate sales.”

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