The Cadbury Dairy Milk tablet range has been extended with the launch of two new Oreo variants.
Available from last month, the two new bars have a flavoured cream filling in two flavours, milk and peanut butter, as well as chunks of Oreo cookie.
The launch of the new variants is being supported by a £3m marketing investment which includes out-of-home advertising, PR activity and digital support.
Susan Nash, trade communications manager at Cadbury parent firm Mondelez International, said the “most exciting” new products in confectionery have been all about blowing apart” category boundaries, “and bringing together different flavours, textures and brands, which drive new consumers to the category”.
“Some consumers are looking for excitement. Tempting innovations that delight them are key to driving sales,” said Nash.
Cadbury Dairy Milk and Oreo was launched in the UK in August 2014.
The dual-branded product was launched following the purchase of Cadbury by Oreo owner Mondelez International in 2010.