Fast-growing biscuit brand Oreo is being expanded into the ice cream market.
Ice cream supplier Fredericks Dairies has joined forces with Oreo owner Mondelez to launch four-packs of black Oreo-flavoured cocoa cones containing ice cream with cookie pieces (rsp: £2.79).
Rolling out at the end of this month, the launch marks the UK ice cream debut for Oreo biscuits, which have seen sales grow 11.3% year-on-year to £20.7m [Nielsen 52 w/e 13 October 2012].
Fredericks, which already produces ice creams under licence for Mondelez brands including Cadbury Creme Egg and Flake 99, is hoping to tap into the 6.8% year-on-year growth in filled cone multipacks over the past year to £81m [SymphonyIRI 52 w/e 15 September 2012].
“Oreo has a loyal fanbase that enjoys the distinct flavours and textures the biscuit has to offer,” said Frederick Dairies MD David Taylor. “We’re confident it will recruit new shoppers into the category.”
The launch will be supported by sampling in May and June, and is also set to benefit from this year’s £3.6m marketing campaign for Oreo.
Mondelez launched a Cadbury Dairy Milk with Oreo chocolate bar last year. Asda and The Co-operative Group said the new product had been a hit, the latter claiming it had sold “well over” half a million bars in its first three weeks on shelf.
Fredericks also makes ice-cream under licence for suppliers and brands such as Vimto, Britvic soft drinks, Lyle’s Golden Syrup and Del Monte.