Oreo, the biscuit brand, has launched two new flavours, as part of a multimillion pound marketing investment.
The company has introduced Golden Oreo and Oreo Peanut Butter to its range in the UK, in a bid to tap into the ‘current popularity for peanut butter spreads.’
The biscuit brand, owned by confectionary giant Mondelēz, aims to drive growth in the biscuit market, and will be supported by a £2.1m marketing investment which includes TV, video-on-demand, social media, product PR, sampling and in-store promotions.
According to the company, Oreo is currently valued at £31.2m in the UK, with a strong growth rate of 21.6%; making it the fastest-growing sweet biscuits brand in the UK, it says.
It also said 40% of Oreo’s growth is incremental to the total biscuits category.
Daniel Kessler, Oreo brand manager at Mondelēz International, said: “Oreo’s existing portfolio is already well-established in the UK, and we are constantly striving to evolve the brand through investment in NPD and innovation – this double launch marks just the beginning of our plans to re-energise the biscuits category.
“The launch provides a great opportunity for retailers to take advantage of a very popular brand to drive incremental sales.
“With high-profile media investment planned, retailers should stock up to make the most of increased excitement and awareness.”
Golden Oreo and Oreo Peanut Butter were available to order from August 1 as 154g roll-packs, with an RRP of £1.08.