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Mondelēz pairs Oreos with cheese to target UK’s growing number of snackers
Mondelēz introduced the product to capitalize on the demand for snacking kits, which are the fastest-growing segment within the processed cheese category. Dairylea is the UK's largest snacking cheese brand, according to Nielsen data.
The kits - which will be supported by the company's £1.3m ($1.77m) brand marketing investment including digital and in-store activation - are also aimed at on-the-go consumers, especially young people with busy schedules, said Mondelēz.
"Innovation in snacking kits is a clear growth opportunity as the UK snacks market is now worth £41.6bn ($56.6bn) and, with a growth rate of 3.7%, is out-performing the rest of the food and beverage market," said Rebecca Prout, senior brand manager for Dairylea.
“We believe that combining Dairylea cheese with two popular biscuits flavors will help unlock further sales in savory snacking, which as a category grew by 5% in 2017, and will also harness the nation’s love for chocolate chip cookies,” she added.
Dairylea Snackers Mini Oreo and Dairylea Snackers Mini Chocolate Cookies come in 10 units per case, retailing around £1.65 ($2.25).