Mondelēz combines Oreo and Cadbury for two chocolate launches
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.
