UAE. Mondelez World Travel Retail (WTR) has partnered with Dubai Duty Free to pre-launch Oreo Golden at Dubai International Airport (DXB) throughout May. Oreo Golden is rolling out with other travel retailers from next month.
Oreo Golden is the newest flavour profile for Oreo. It features a sweet vanilla flavour of Oreo crème, sandwiched between crunchy, golden layers of biscuit. The introduction of Oreo Golden also marks the launch of a new travel retail-exclusive 264g pouch.
The pouch was designed to encourage gifting and sharing with friends and family. It comprises 12 individually wrapped packets that each hold two biscuits. The pouch’s bright yellow packaging features vibrant illustrations of popular travel motifs, adding a sense of fun and playfulness.
Oreo Golden’s exclusive pre-launch in the channel with Dubai Duty Free is being promoted via seven high-profile promotions across DXB. During the pre-launch period, travellers who buy two pouches will receive a complimentary third pouch.
Awareness for the new flavour is being boosted online via social media activity on Dubai Duty Free’s Facebook and Instagram channels, alongside web advertising on dubaidutyfree.com.
Oreo Golden has already sold well in the US domestic market, currently ranking as the #3 sub-brand in the US. In addition, 40% of Oreo Golden consumers only consume this flavour of Oreo, the brand owner said.
“We are delighted that Mondelez WTR has partnered exclusively with us to be the first travel retailer to pre-launch the new Oreo Golden ahead of other travel retailers in the world,” commented Dubai Duty Free Vice President for Purchasing Sharon Beecham.
“With lots of promotional activities to create awareness and excitement for the new Oreo, we are confident that this will appeal to our customers and bring added value to the confectionery category.”
Mondelez WTR Marketing Director Dogus Kezer commented: “It is incredibly rewarding to see travellers so drawn to the new Oreo Golden flavour in travel retail, building on its remarkable success in domestic markets.
“We will continue exciting consumers by bringing fresh innovations to Mondelez WTR’s winning portfolio to drive accelerated conversion for the growth of confectionery category. Oreo Golden is not only golden in appearance, but a winning product to expand the biscuits offering with a unique and delicious new flavour.” ✈
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The company also hosts The Airport Food & Beverage (FAB) + Hospitality Conference & Awards, which will take place on 12-13 September in Bangkok, Thailand after a four-year COVID-driven absence. Notably, FAB’s remit has been extended this year to feature wider airport hospitality services, including hotels and lounges.
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