Mondelēz International is launching a new biscuit platform, Joyfills, this month. The unique range will have four variants endorsed by two power brands: Oreo and Cadbury.
The four variants – Joyfills Oreo, Joyfills Oreo Choco Caramel Creme, Joyfills Cadbury Milk Chocolate Creme and Joyfills Cadbury Choco Cookie Creme – will be unlike anything else in the market, offering light, crispy bites with a delicious creamy filling.
Designed specifically to meet the changing lifestyle needs, each Joyfill bite is just one gram in size.
Carly Sharpe, Joyfills brand manager, said: “We’re so excited to bring something truly innovative to the biscuit market, designed specifically to meet consumer needs. Testing has shown that consumers have a high purchase intent through our strong product offering and pack design, so we believe that this will be a real opportunity for retailers to drive incremental biscuit sales for the afternoon, on-the go and evening treating opportunity.”
The launch will be supported by a £4 million campaign from the end of August, which will drive consumer awareness and trial.