Oreo Peanut Butter Flavour

oreo peanut butter

Who: Mondelez

What: Oreo Peanut Butter Flavour

Where: Sweet biscuits

When: Launched August 2015

How much: Rsp: £1.08/154g

Why: More than 100 years old in their US homeland, Oreos have been officially available in the UK since 2008 and have quickly become a major player in biscuits. With sales up 12.1% to £35.7m, they are an undoubted success story in a category that has seen zero growth in the past year [IRI 52 w/e 15 August 2015]. The brand has also inspired spin-offs including Mondelez’s own Cadbury Dairy Milk with Oreo, and a successful ice cream range from R&R. This flavour, along with the vanilla-flavoured Golden Oreo, is the first UK extension for the biscuit itself.

Consumer verdict: There was a high level of interest pre-trial thanks to the recognisable brand and bright packaging. After testing, it lived up to expectations for most consumers, rating above average on every measure. Some testers in the South commented the flavour seemed artificial and lacked peanut butter but, in other regions, most liked the flavour and crunchiness of the ­biscuit. Six out of 10 testers said they expected to buy this at least monthly.

Pre-trial purchase: 69%

Post-trial purchase: 72%

Better than what’s out there: 72%

New and different: 89%

Overall score: 46/50


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