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Oreo brand expands to candy section.


EAST HANOVER, N.J. -- Iconic cookie brand Oreo is making its debut in the U.S. chocolate aisle with a new line of chocolate candy bars to be rolled out in January. Milka Oreo Chocolate Candy Bars, according to the company, combine two of the world's most celebrated brands: Oreo cookies and Milka European chocolate candy--"the No. 1 chocolate candy in Europe."

The line of Milka Oreo Chocolate Candy Bars is the latest innovation to be released from the Oreo Wonder Vault, where Oreo taste-tests its new products before releasing them on the market. The new chocolate candy bar line comes in an assortment of formats, all of which feature bits of Oreo cookies and vanilla creme filling alongside Milka's European chocolate candy "for a taste unlike anything else that's currently in the U.S. market."

"We are always exploring ways to diversify the Oreo product portfolio in order to surprise and delight fans, and we are excited to do just that with Milka Oreo Chocolate Candy Bars," said Samantha Greenwood, senior category director of chocolate, North America. "Milka Oreo Chocolate Candy Bars are a natural progression for Oreo, especially with Mondelez International's global leadership position in chocolate and Milka being the No. 1 chocolate candy in Europe. The combination of these two global powerhouse brands--both of which are known for their delicious taste --has led to a product line that is unique and truly differentiated in the U.S. chocolate candy category."

Individual offerings include:

* Milka Oreo Big Crunch Chocolate Candy Bar--a layer of crunchy Oreo cookies between two layers of rich vanilla creme filling and coated in European Milka chocolate candy--available in one 10.5 ounce sharing size tablet at a suggested retail price of $4.99.

* Milka Oreo Chocolate Candy Bar--bits of Oreo cookie mixed in rich vanilla creme filling and coated in European Milka chocolate candy--available in three sizes: 1.44 ounces at an SRP of 98 cents, 2.88 ounces at an SRP of $1.69 and 3.52 ounces at an SRP of $1.79.

* Milka Oreo Choco-Mix Snack Mix Bag--Oreo mini chocolate sandwich cookies, Golden Oreo mini sandwich cookies, Milka Chocolate Candy Buttons, and candy-coated chocolate pieces mixed together for a multi-texture experience--available in a 6.1-ounce bag at an SRP of $3.69.

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Title Annotation:Supplier News
Publication:Chain Drug Review
Date:Dec 12, 2016
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