The UK market is set for a treat as Mondelēz have introduced their Oreo Choc’O Brownie to UK shelves, and have heavily backed the launch with a £2.5m ($3.2m) audiovisual, sampling and experiential PR campaign.
Mondelēz developed the new Oreo variety following a public consultation in October 2016, which informed them that 43% of the British public wanted a biscuit with a brownie batter centre.
The confectionery company have been looking to strengthen their grip in the UK biscuits market as it believes that the country has huge potential for the category, and as such, Mondelēz recently launched a new range of chocolate cookies under its Cadbury brand.
Oreo is proving to be successful in the UK and was valued at £50m ($64m), growing at 33.4% year-over-year according to Nielsen data ending on August the 8th 2016. As well as this, Oreo is one of the biggest growth drivers of the UK when it comes to the sweet biscuits category, with Oreo contributing £11.2m ($14.4m) in 2016 alone, with a repeat rate of 51.3%
Back in July 2016, Mondelēz extended their Oreo portfolio by adding mint and strawberry cheesecake flavours, and these are currently worth £4.7m ($6m) combined according to Nielsen data ending on June the 17th 2017.
Euromonitor has also reported that Oreo ranks fourth in terms of market share in the UK’s sweet biscuit category. The three brands ahead of them are McVitie’s, Cadbury and belVita.