Mondelez World Travel Retail (WTR) has extended its Marabou travel retail exclusive tablet range with the launch of the new Marabou Oreo.
The new product combines Marabou milk chocolate with pieces of original Oreo cookie, presented in stand-out packaging marrying Marabou’s classic look and feel with Oreo’s iconic blue. According to Nielsen, Marabou is the number one tablet brand in Sweden and Denmark, and is said to enjoy strong sales in Northern Germany and travel retail locations popular with travellers from the Nordics.
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The launch of Marabou Oreo – combining Marabou milk chocolate and Oreo – will enable wider promotional offerings, in combination with the existing Oreo travel retail portfolio |
Mondelez WTR has reported success in launching extensions to the Marabou tablet range and in combining Marabou with other brands in its portfolio. Marabou Black was one of the company’s top performing novelties in travel retail in 2013, growing the Marabou tablet range with little cannibalisation of existing sales and becoming the fifth biggest seller in the range in less than a year. This is the first co-branded Marabou tablet launch since the successful launch of Marabou Daim, which has since established itself as the third-biggest selling line in the range.
Mondelez WTR Category Marketing Manager Nicole Hatt: “Given our leadership of the tablet market and our success in growing the Marabou tablet range through innovation and co-branding, we have really big expectations for this launch. Particularly in the Nordics, Marabou is a proven, well-loved brand, and combining it with Oreo – the world’s number one biscuit brand – adds another huge layer of appeal, as well as scope for broadening our promotions across both portfolios. The combination has been such a hit in the domestic market that numerous travel retailers have requested the product; using our insight and experience from previous launches we have the perfect format for the travel retail channel.”
The Marabou Oreo travel retail exclusive tablet comes in an exclusive 220g format in golden foil packaging, and will be available in stores from the beginning of October, in time for the major Nordic fall holidays. Recommended retail sale price will be in line with the other variants in the Marabou tablet range.
