The world’s number one biscuit[i] is set to add a twist to stores this summer with new OREO launches: OREO Twists Vanilla and Caramel and OREO Twists Vanilla and Raspberry.

As well as being the first major new launch by OREO in the past 3 years, the new OREO Twists are the brand’s first ever double-layered launches in the UK. The exciting new products combine one layer of vanilla creme with another flavoured layer to add a playful twist to the original OREO cookie, adding excitement to stores and bringing new shoppers to the biscuit fixture.

Available from July, these additions add a delicious twist to the much-loved classic OREO range, offering a unique taste sensation for shoppers. Both Caramel and Raspberry flavours are growing in the market and 62%[ii] of flavours growth overall is from new shoppers, meaning these exciting innovations are set to drive incremental sales for retailers.

Katya Savelieva, Brand Manager for OREO UK at Mondel?z International says: “OREO is a staple in the biscuit aisle and enjoyed in more than 100 countries. In the UK, OREO Original Cookies are growing by 21%[iii], with a loyal customer base. We wanted to create something really fun for OREO-lovers, adding a twist to the original sandwich cookie filling consumers know and love with double layered OREO cookies – Vanilla and Caramel, and Vanilla and Raspberry – tapping into the latest flavour trends.

OREO Twists Vanilla and Caramel and OREO Twists Vanilla and Raspberry are the perfect combinations to generate excitement in store, and the first of a strong innovation pipeline for the brand, driving incremental sales for retailers”, she continued.

The new launches will join the rest of the OREO portfolio, including 154g Original Vanilla and OREO Twin Pack and will be supported by a social, digital and in-store campaign, with more details coming soon.

Retailers should stock up on the new products today to drive biscuit sales and visit www.deliciousdislay.co.uk for further ranging advice.

[i] Source Euromonitor International Limited; Packaged Food 2021 Edition: Sweet Biscuits category definition, % brand share, retail value sales, RSP, 2020 data. Kantar MAT data up to 16th May

[ii] Nielsen MAT 220521, Kantar 16052021 MAT

[iii] Nielsen YTD to w/e 16.04.2022

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