Oreo Choc'O Brownie

Uk consumers help oreo cook(ie) up new variant

August 22, 2017, 2:01 pm

Thanks to the help of the British public, Oreo will be launching a new variant this summer – Choc’O Brownie.

In October 2016, the world’s number one biscuit[1] lauched a public consultation asking the UK to help it decide on its next addition to the range and a staggering 43% voted for a biscuit featuring a scrumptious 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[2] in the UK, growing at 14%[3]. What’s more, it is one of the biggest contributors to growth for the sweet biscuits category in the UK, contributing an impressive £11.2m to the category in 2016 alone[4].

Oreo Choc'O Brownie
Oreo Choc’O Brownie 154 g

In July 2016, the brand extended its flavours range with Oreo Strawberry Cheesecake and Oreo Mint and both have been successful recruiting new consumers to the category and are now worth almost ££4.7m[5] combined.

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.”

[1] Source Euromonitor International Limited, Packaged Food 2016, as per Biscuit definitions, retail value sales, RSV 2016
[2] Nielsen MAT to w/e 06.08.16
[3] Nielsen MAT to w/e 06.08.16
[4] Nielsen MAT to w/e 06.08.16
[5] Nielsen MAT to 17.06.17

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