Oreo goes thin to target afternoon snackers

Shoppers looking for a lighter treat are the target of Mondelez’s new biscuit, Oreo Thins.

Available in 48g packs, RRP 55p, they are a thinner version of Oreo cookies, aimed at shoppers looking for a mid-afternoon snack.

Oreo Thins are available in cases of 24 in price-marked packs and non-PMPs.

The launch will be backed by a £3m marketing campaign, which includes TV, outdoor and digital advertising, as well as PR and sampling activity. This will form part of a wider £8m campaign for the brand.

Helen Potter, Oreo brand manager at Mondelez International, said the launch would appeal to shoppers who already buy Oreo for their families and want a treat for themselves. “It has performed extremely well in other markets,” she added.