Oreo has added a brownie flavour to its biscuit range on the back of customer demand.
Choc O’Brownie – described as having a “scrumptious chocolatey, brownie batter” filling – was the most popular choice in a public ballot held by the Mondelēz-owned brand last year.
Formerly called Brownie Batter, the option overcame Coconut Delight, Banana Splash and Lemon Twist options to take 43% of the vote.
Available now in grocery and independent channels, the new product joins Strawberry Cheesecake, Peanut Butter and Cool Mint as part of Oreo’s flavoured filling cookie selection.
The launch is being backed by a £2.5m campaign.
“We’re delighted to reveal that the public chose Brownie Batter to be the next addition to our flavours range,” said Helen Potter, senior brand manager for Oreo at Mondelēz International.
“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.”
Last November, bakery ingredients supplier CSM Bakery Solutions launched an Oreo doughnut in supermarkets featuring cocoa dough, vanilla cream filling, white icing and Oreo cookie crumble.