Oreo is rolling out two new flavours - Strawberry Cheesecake and Mint.
Available now, Oreo Strawberry Cheesecake is the first fruity flavour to be introduced to the range and is based on the popular US Berry variant. This was shortly followed by the arrival of number one USA Oreo variant, Oreo Mint in August, which aims to capitalise on the UK’s fascination with minty flavours.
Aimed at driving growth within sweet biscuits by attracting incremental consumers to the category, the new flavours will be supported by a £4m investment including TV, PR, digital and experiential activity from August.
Oreo is currently valued at £43m in the UK, growing at 28.5 per cent. In August 2015, the brand launched Oreo Peanut Butter and Golden Oreo and both have been successful recruiting new consumers to the category and are now worth almost £6m combined (Nielsen MAT to w/e 14.05.16).
Helen Potter, Oreo senior brand manager at Mondelēz International, said: “These latest additions have been inspired by UK trends and building on success we’ve had in the USA. We know our consumers love the Oreo brand globally and many of our British fans have told us that they’d like us to bring some of the American flavours across the pond so we’re launching two of their favourites this summer.