Mondelēz International is launching the next big (little) treat this summer – Joyfills.
Available from August, the firm says the Joyfills range (90g bag, rrp £1.50) is unlike anything else in the market; light, crispy bites with a delicious creamy filling. The range will launch with four variants endorsed by two power brands; the world’s number one biscuit brand Oreo (Euromonitor 2016) and the nation’s favourite chocolate Cadbury (Nielsen, w/e 21.04.18).
Joyfills Oreo offers sweet crispy wheat pillows with cocoa and vanilla soft filling, Joyfills Oreo Choco Caramel Creme provide sweet crispy wheat pillows with cocoa and caramel soft filling, Joyfills Cadbury Milk Chocolate Creme are sweet crispy wheat pillows with a milk chocolate soft filling and Joyfills Cadbury Choco Cookie Creme offer sweet crispy wheat and cookie pillows with a milk chocolate soft filling.
The brand says these will appeal to consumers looking for convenient, bite sized treats that deliver on delicious taste, but won’t weigh them down.
Each Joyfill bite is just one gram in size, but packed with taste and textures, with an airy crispy casing filled with smooth crème.
The launch will be supported by a £4m full 360 degree cut-through plan from the end of August, which will drive consumer awareness and trial.
Carly Sharpe, Joyfills brand manager, said: “We’re so excited to bring something truly innovative to the biscuit market, designed specifically to meet consumer needs. Testing has shown that consumers have a high purchase intent through our strong product offering and pack design5, so we believe that this will be a real opportunity for retailers to drive incremental biscuit sales for the afternoon, on-the go and evening treating opportunity.
“We’ve got a strong multi-channel campaign to support the range in its first year, with the first burst kicking off from the end of August to the end of October, so retailers should stock up now to make the most of heightened consumer awareness.”