Mondelēz fills a gap in market with new biscuit platform

Mondelēz International is launching the next big (little) treat this summer – Joyfills.

Available from August, the Joyfills range is unlike anything else in the market; light, crispy bites with a delicious creamy filling. The range will launch with four variants endorsed by two power brands; the world’s number one biscuit brand [1] Oreo and the nation’s favourite chocolate [2] Cadbury.

• Joyfills Oreo – Sweet crispy wheat pillows with cocoa and vanilla soft filling
• Joyfills Oreo Choco Caramel Creme – Sweet crispy wheat pillows with cocoa and caramel soft filling
• Joyfills Cadbury Milk Chocolate Creme – Sweet crispy wheat pillows with a milk chocolate soft filling
• Joyfills Cadbury Choco Cookie Creme – Sweet crispy wheat and cookie pillows with a milk chocolate soft filling

With increasingly busy lifestyles and an always-on mindset consumers are increasingly looking for convenient, bite sized treats that deliver on delicious taste, but won’t weigh them down [3].

Joyfills is a brand-new biscuits platform, designed specifically to meet these changing lifestyle needs; each Joyfill bite is just one gram in size, but packed with great taste and textures, with an airy crispy casing filled with delicious ultra-smooth crème. Consumers agree, as the product scored well for both offering a great combination of creamy and crispy, and having a delicious creamy filling in testing [4].

The launch will be supported by a £4m full 360 degree cut-through plan from the end of August, which will drive consumer awareness and trial.

Carly Sharpe, Joyfills brand manager, comments: “We’re so excited to bring something truly innovative to the biscuit market, designed specifically to meet consumer needs. Testing has shown that consumers have a high purchase intent through our strong product offering and pack design [5], so we believe that this will be a real opportunity for retailers to drive incremental biscuit sales for the afternoon, on-the go and evening treating opportunity.

“We’ve got a strong multi-channel campaign to support the range in its first year, with the first burst kicking off from the end of August to the end of October, so retailers should stock up now to make the most of heightened consumer awareness.”

What does this mean to the retailer?

• Excite your consumers with a brand-new biscuit offering from the world’s number one biscuit brand [6] and the nation’s favourite chocolate [7]
• Stock up now ahead of heightened consumer awareness
• Consider positioning in secondary sites as well as your biscuit fixture (eg. at the counter for on-the-go or on cross category displays for evening and impulse treating opportunity)

Product details

Product name: Joy Fills Oreo
ATO: August 2018
Weight: 90g
RRP [8]: £1.50
Case size: 8

Product name: Joy Fills Cadbury Milk Chocolate Creme
ATO: August 2018
Weight: 90g
RRP [9]: £1.50
Case size: 8

Product name: Joy Fills Oreo Choco Caramel Creme
ATO: August 2018
Weight: 90g
RRP [10]: £1.50
Case size: 8

Product name: Joy Fills Cadbury Choco Cookie Creme
ATO: August 2018
Weight: 90g
RRP [11]: £1.50
Case size: 8

About Mondelēz International

Mondelēz International, Inc. (NASDAQ: MDLZ) is building the best snacking company in the world, with 2017 net revenues of approximately $26 billion. Creating more moments of joy in approximately 160 countries, Mondelēz International is a world leader in biscuits, chocolate, gum, candy and powdered beverages, featuring global Power Brands such as Oreo and belVita biscuits; Cadbury Dairy Milk and Milka chocolate; and Trident gum. Mondelēz International is a proud member of the Standard and Poor’s 500, Nasdaq 100 and Dow Jones Sustainability Index.
Visit www.mondelezinternational.com or follow the company on Twitter at www.twitter.com/MDLZ.

1 Euromonitor 2016
2 Nielsen, value MAT, 4 weeks to w/e 21.04.18
3 BAC. Based on Euromonitor. BISCUITS & ADJACENT CATEGORIES (Sweet Biscuits, Soft Cakes, Pastries, Snack Bars, Bread Subs, Savory Biscuits, Savoury Snacks, Crisps, Salted Nuts). Nielsen Value Sales top 3 MEU markets MAT P11 17
4 Bases II report #121419
5 Bases II report #121419
6 Euromonitor 2016
7 Nielsen, value MAT, 4 weeks to w/e 21.04.18
8 Prices are recommended only. Retailers are free to set their own prices
9 Prices are recommended only. Retailers are free to set their own prices
10 Prices are recommended only. Retailers are free to set their own prices
11 Prices are recommended only. Retailers are free to set their own prices