Mondelez International has introduced a 41g countline of its Cadbury Dairy Milk Oreo (rrp 61p).
The single format is designed for on-the-go snacking and follows the success of the tablet format, which is now worth £19.4m (Kantar) and is the third best-selling CDM tablet in the UK.
Marketing activation director Matthew Williams said: “Cadbury Dairy Milk Oreo countline aims to build on success of the tablet, bringing two power brands into a new format to inspire new consumers and new snacking occasions.
“This is a great opportunity for retailers to take advantage of two power brands and drive incremental sales. With high-profile media investment for co-branded products throughout 2014, retailers should stock up to make the most of increased awareness.”
The entire co-branded range will be supported by a £2m marketing investment, including PR, outdoor advertising, digital and in-store activity.