Mondelez is targeting family nights in with the launch of the Oreo Sharing Tray. Available now, the resealable NPD contains 36 biscuits in a 396g pack (rsp: £2.75).
The launch addressed a shortage of sharing formats in the biscuit category, said Helen Potter, Oreo senior brand manager at Mondelez. “Consumers are increasingly time-pressured, and quality time spent as a family has become even more important as a result,” she added. “Expanding Oreo into new formats suitable for social gatherings or families can help drive a new sharing occasion for the brand and help to grow the biscuits category.”
Oreo plans to invest £10m on 26 weeks’ marketing during 2017, having this year broken into the UK’s top 10 bestselling biscuits with additional value sales of £11.3m [IRI 52 w/e 13 August 2016]. Volume sales of the biscuit brand helped its owner increase organic sales by 1.1% in the third quarter, Mondelez announced last month.