Mondelēz International has debuted a range of cream-filled biscuits under the Oreo and Cadbury brands.

The bite-sized Joyfills snacks are described as sweet crispy wheat pillows with a soft filling. They are available in four variants:

  • Joyfills Oreo – wheat pillows with cocoa and vanilla filling
  • Joyfills Oreo Choco Caramel Creme – wheat pillows with cocoa and caramel filling
  • Joyfills Cadbury Milk Chocolate Creme – wheat pillows with a milk chocolate filling
  • Joyfills Cadbury Choco Cookie Creme – wheat and cookie pillows with a milk chocolate filling

Aimed at afternoon, on-the-go and evening treat occasions, the bite-sized snacks weigh just 1g each and are being sold in 90g packs with an rsp of £1.50. The NPD is being supported by a £4m marketing push.

“We’re so excited to bring something truly innovative to the biscuit market, designed specifically to meet consumer needs,” said Joyfills brand manager Carly Sharpe. “Testing has shown that consumers have a high purchase intent through our strong product offering and pack design.”

Almost a year ago Mondelēz launched Cadbury Crunchy Melts, a three-strong chocolate chip cookie selection with a soft melting centre that can be eaten cold or heated in the microwave.