Mondelēz combines Oreo and Cadbury for two chocolate launches

By Douglas Yu contact

- Last updated on GMT

Mondelēz previously launched a tablet version of Cadbury Dairy Milk Oreo.  Pic: Mondelēz
Mondelēz previously launched a tablet version of Cadbury Dairy Milk Oreo. Pic: Mondelēz

Related tags: Cadbury plc, Chocolate, Cadbury dairy milk, Cadbury

Mondelēz International will introduce two chocolate products that combine Cadbury chocolate and Oreo cookie to the UK and Ireland this month

The two items – Cadbury Dairy Milk Oreo sandwich wrap and Cadbury Oreo bite-size bag – were built upon the “success”​ of the company’s previous Cadbury Dairy Milk Oreo in tablets, said Mondelēz.

“The new tablet will see a layer of Cadbury chocolate sandwiched between mini Oreo biscuits… and the new bags will include small Cadbury bite-size pieces filled with Oreo filling,”​ said the company.

Francesco Vitrano, marketing activation director for chocolate at Mondelēz, said, “Cadbury and Oreo has been a ‘winning match’ since the tablet launched in 2012, and it has also been a success story when extended into other segments: singles and seasonal.”

$69m Cadbury-Oreo platform

Both Oreo and Cadbury are part of Mondelēz’s power brands portfolio, which grew 3.8% in retail globally in Q3 2017​, ConfectioneryNews recently reported.

Mondelēz said the cobrand has grown over 16% year-over-year in retail value, and it is now worth almost as much as the Oreo biscuit in the UK – £49m ($69m).

Vitrano added that 85% of shoppers are unique to each Cadbury-Oreo format. “We believe that these launches will drive penetration and recruit new shoppers to the market,”​ he said.

The Cadbury-Oreo platform will be supported by a £2.5m ($3.5m) activation plan in the spring of 2018 including PR, digital, and in-store activation, according to Mondelēz. 

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