Kraft Foods combines power brands

Kraft Foods is launching a multi-textured tablet combining the nation’s favourite chocolate brand with the biggest biscuit brand in the world to create Cadbury Dairy Milk with Oreo.

Launched over 100 years ago, both products have since grown to be firm family favourites, with high awareness in their respective categories in the UK. Kraft Foods is combining these two power-brands to introduce a unique and playful tablet containing a creamy filling with crunchy pieces of Oreo cookie, coated in Cadbury Dairy Milk milk chocolate. With both the Oreo and Cadbury Dairy Milk currently in growth the new product aims to boost sales for treat occasions.

The launch is being supported with digital activity to target the 1.3million social media fans of Cadbury Dairy Milk and 1.5million for Oreo, as well as utilising the Joyville digital platform also.

Matthew Williams, marketing activation director at Kraft Foods, comments, “Combining these two extremely popular brands to create Cadbury Dairy Milk with Oreo seemed like a natural fit and offers an exciting opportunity for retailers to help boost sales and capitalise on the phenomenal reputation of each brand individually. We would urge retailers to stock the tablet from launch to gain maximum benefit from the excitement that this new product will generate with fans of these two iconic products.”