Oreo is launching a new Choc’O Brownie sku offering its iconic cookie filled with brownie batter.
In October 2016, the world’s number one biscuit (Euromonitor International Limited, RSV 2016) lauched a public consultation asking the UK to help it decide on its next addition to the range and 43% voted for a biscuit featuring a chocolatey, brownie batter centre in the iconic Oreo cookie.
The launch will be supported by a £2.5m spend through AV, experiential, sampling and PR and aims to drive incremental sales to the sweet biscuit category and continue to recruit the next generation of biscuit lovers.
Oreo is currently valued at £50m in the UK, growing at 14 per cent. What’s more, it is one of the biggest contributors to growth for the sweet biscuits category in the UK, contributing £11.2m to the category in 2016 alone (Nielsen w/e 06.08.16).
Helen Potter, senior brand manager for Oreo at Mondelez International, said: “We’re delighted to reveal that the public chose Brownie Batter to be the next addition to our flavours range. The popularity of the public vote highlights how passionate our consumers are about Oreo cookies and we hope this launch will drive excitement in-store in turn helping retailers drive sweet biscuit sales.”