Mondelez has expanded its big-selling Oreo biscuit range with Choc O’ Brownie – backed by a £2.5m push over the summer.
The new flavour follows a public ballot last October, which saw Brownie Batter garner 43% of the vote, beating Lemon Twist, Banana Splash and Coconut Delight.
The renamed winning variant joins Strawberry Cheesecake, Peanut Butter and Cool Mint in Oreo’s lineup of cookies with a flavoured filling. The quartet is the focus of Discover Your Flavour, experiential activity touring the UK for six weeks from tomorrow (8 August).
Created by agency HeyHuman, a branded truck is set to visit events including Bristol Balloon Festival, Edinburgh Fringe, and Fusion Festival in Liverpool. People will be invited to answer a five-question trait questions to discover which of the Oreo flavours they are “most in tune with”. They will then receive an Oreo truffle in that flavour – plus a recipe card to help them recreate the truffle at home.
“Flavours have personalities of their own, and the tastes you enjoy say something about what and who you are as a person,” said Katie Bashford, senior brand manager at Mondelez. “We wanted to bring that thinking to some of the most popular types of Oreo cookies.”
The brand is one of the UK’s biggest drivers in the sweet biscuits category, having last year added 12.4% in value sales to £46.6m [Nielsen 52 w/e 8 October 2016].