UK launch for ‘world’s number one biscuit’

The world’s number one biscuit*, Oreo, a chocolate-flavoured sandwich biscuit has been launched into the UK away from home market by Kraft Foods.
Available in snack pack and mini tub formats, the introduction closely follows the UK’S retail launch. A £4.5million media campaign is in place to support the brand’s introduction to the UK.
The launch of Oreo is planned to bring real excitement to the biscuit category, and is said to be a great opportunity for foodservice operators. The workplace, in particular, accounts for 35 per cent of all biscuit consumption occasions**, while cafés and coffee shops are also a significant biscuit occasion accounting for 12 per cent of biscuit occasions**.
Oreo snack pack is perfect for vending, containing six sandwich biscuits in an easy-to open flow wrap. Mini Oreo is a perfect travel snack for
‘on-the-go’ consumption and great for sharing, and the 115g re-sealable tub delivers the same eating experience as Regular Oreo, but in miniature.
Ashley Neal, Sales Director at Kraft Foods Away From Home, says: “Oreo biscuits are an international success story. Since they were launched in the US, back in 1912, they have grown to annual worldwide sales of over $1billion*.
They’re already a consumer favourite globally and increasing awareness of Oreo in the UK should really drive sales for foodservice operators.”
* Euromonitor 2007
* *TNS world panel usage 12m/ May 2007-Everyday Treats