Mondelez has halted production of its lighter Oreo spin-off Thins following months of declining sales.
A spokeswoman for Mondelez confirmed the biscuits were no longer available after they disappeared from sale at Tesco, Sainsbury’s and Asda.
“We regularly review and refresh our range to ensure we’re bringing the most relevant line-up of Oreo products to our customers’ shelves,” she said.
“As part of this process, Oreo Thins are no longer available. We recommend retailers focus on the core SKUs from our popular range, as well as our two new delicious Oreo Twists flavours which are set to be a hit with shoppers.”
It follows months of declining sales for Thins, which originally launched in the UK back in 2017.
According to NielsenIQ data, value sales of the lighter cookies were down 41.3% to £2m in the 52 weeks until 25 June 2022. This represented a 55.7% decline compared to the same period in 2020.
Meanwhile, Oreo biscuits overall saw a significantly smaller 3.1% decline in value sales to £50.3m over the 52 weeks until 25 June 2022.
Mondelez is hoping to lure new shoppers to the brand with a new Oreo spin-off called Twists, which rolls into retailers this month. The NPD combines its traditional vanilla creme filling with another flavoured layer for “a playful twist” on the treats.
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