Oreo is introducing a new product to the range in January 2017: Oreo Thins.
Available to order now, Oreo Thins are thinner and more delicate Oreo cookies with a layer of creamy filling, which are ideal for the mid-afternoon ‘nibbling’ occasion. The product answers consumer desires for a lighter everyday treat.
Oreo Thins will be launched in two flavours: Vanilla and Chocolate Creme, and will be available in a 48g pack. This launch will be supported by £3m marketing investment, including TV, outdoor, PR, digital and sampling activity, which will be part of a £8m high impact campaign for the total brand.
Oreo is currently worth £44.8m in the UK, with a growth rate of 33.4% yearon-year (The Nielsen Company, MAT 06.08.16) and has a repeat rate of 51.3% (Kantar 52 to w/e 19.06.16).
Helen Potter, Oreo senior brand manager at Mondelēz International, said: “Our insight shows that consumers are looking for a a tasty ‘me’ moment in the afternoon that is lighter than a traditional biscuit but still full of taste. We believe Oreo Thins is the ideal solution, providing a sophisticated and contemporary snack to help drive new occasions.
”With this launch, we aim to recruit under 45s, those consumers that are currently buying Oreo for their family but now offering a product that they can purchase for themselves and in turn, continue to drive growth within the category. It’s a proven formula that has performed extremely well in other markets and we think it will be a great addition to the Oreo portfolio.”