The partnership between Mondelēz International brands Oreo and Cadbury is venturing into the UK biscuit aisle for the first time in the form of Oreo Cadbury Coated.

Available from this month, the NPD sees Oreo biscuits covered in Cadbury chocolate. They’re sold in 164g boxes, which feature four individually wrapped packs of two biscuits for an rsp of £2.

They build on the combination of the power brands in the confectionery category, where the Cadbury Oreo range is worth £47m [Nielsen 52 w/e 20 April 2019].

Mondelēz said the NPD would help retailers attract younger shoppers to the biscuit category, which traditionally over-indexes with older consumers.

Oreo Cadbury Coated will also feature as part of the brand’s £2m media campaign in 2019, which includes social media and in-store activity.

“The meeting of two of the country’s favourite brands – Cadbury and Oreo – is set to shake up the sweet biscuits category for retailers and help them add real excitement to their range,” said Joanna Dias, senior brand manager for Oreo at Mondelēz International.

“Oreo Cadbury Coated has been a storming success in Australia, where it generated an AU$5m RSV [retail sales value] in its first year, so we’re sure UK consumers are going to love this new treat.”

Oreo also entered the retail cupcake market earlier this year as Premier Foods rolled out Oreo Party Cupcakes in a 12-pack party platter, featuring original, Birthday Party and Choc’o Brownie variants.