OREO is expanding its range with the launch of a range of products including OREO Cookie Dough Flavour, OREO Mini Snack Bags and a resealable sharing tray with 36 OREOs. Seasonal favourite OREO Enrobed White is also returning to shelves as a permanent part of the portfolio in a two-pack format.
The additions to the OREO portfolio are designed to bring excitement and fun to the sweet biscuit category with flavours and formats that tap into shopper flavour trends and growing consumption occasions.
OREO Cookie Dough Flavour
OREO Cookie Dough Flavour is a traditional OREO biscuit with a cookie dough creme filling that has cocoa pieces for additional crunch and is positioned to drive category growth. OREO Cookie Dough Flavour is set to drive trial and recruit new shoppers to the brand while also providing existing OREO shoppers with more variety. OREO Cookie Dough Flavour is also the brand’s first flavour extension to feature double creme in a single flavour, for even more cookie dough flavouring.
OREO Mini Snack Bags
The OREO Mini Snack Bags (110g) is the perfect pack for on-the-go consumption. With 24 per cent of OREO occasions happening outside of the home, this new format is designed to fit into a variety of shopper missions.
As well, recent studies have shown that 67 per cent of snacking occasions happen in the afternoon and evening, making this a perfect pack size for friends and families looking for a fun shareable treat for a Big Night In occasion.
OREO Sharing Tray
The OREO Sharing Tray holds 36 biscuits, which makes it a convenient format for larger social occasions or celebrations. The tray format and re-closeable pack mean it can be used for formal or informal occasions where families and friends are gathering to enjoy time together.
OREO Enrobed White
OREO Enrobed White is returning to shelves this summer in a two-pack format following its success as a seasonal offering. OREO Enrobed White is an indulgent twist on the classic OREO as it’s covered with a smooth white chocolate flavour cream, enrobing the biscuit and offering another layer of flavour for consumers to enjoy as an indulgent snack.
“OREO has always been about bringing playfulness and enjoyment to the biscuit aisle, and the latest additions to our portfolio, such as OREO Cookie Dough Flavour, is a great example of how we are continuing to innovate with flavours that resonate with shoppers,” said Sophia Burger, Brand Manager at Mondelēz International.
“We expect these launches to drive excitement for the brand and the wider category. Our new shareable formats also offer snacking options for a range of different occasions. Whether you are on the go looking for a quick snack, or at home with family or friends looking for an enjoyable treat, OREO is there for every occasion.”
OREO Cookie Dough Flavour, OREO Mini Snack Bags, OREO Enrobed White and the OREO Sharing Tray are available across grocery and convenience channels.