Mondelez WTR doubles down on biscuits category

Two years after announcing its plan to establish biscuits as a sub-category in travel retail, Mondelez World Travel Retail (WTR) is launching new products and packaging from Oreo, Milka and Cadbury at the TFWA World Exhibition in Cannes.

Mondelez reports a double-digit net revenue increase in biscuits and more than double the net revenue increase for its first travel retail exclusive biscuits collection from Milka.

The Cadbury Biscuits Collection, which launched this past April, has already outperformed projections, says the company.

Mondelez WTR’s Head of Category Marketing, Irina Tarabanko, said: “We first identified the potential of biscuits in travel retail when we launched Oreo into the channel back in 2012, and answered the call with our biscuits roadmap in 2017. Since then, biscuits shares in our portfolio have multiplied exponentially and become an integral part of our business. We are well on track towards achieving our ambition of establishing biscuits as a category in its own right, fueling growth through incremental sales and driving home our objectives of generating ‘More Shoppers’, ‘More Spend’, ‘More Often.’”

Tarabanko added: “With these new products and packaging formats, such as Cadbury and Milka Biscuits Collection Assortment Tin, or Oreo Thin Original range we are expanding our portfolio to appeal to an even wider audience and keep our biscuits offering fresh and relevant to traveling consumers. Biscuits are here to stay.”

To enhance the Milka and Cadbury travel retail exclusive biscuits collections’ gifting appeal, beginning in April 2020 these products will be available in tins. The Cadbury Biscuit Collection Assortment Tin will include Roundies, Nibbly Fingers and Brunch Bars while the Milka Biscuit Collection Assortment Tin contains best-sellers Choco Wafer, Choco Grain and Sensations.

Mondelez WTR is launching new travel retail exclusive Oreo Thins Original and Oreo Thins Chocolate Flavored Crème, beginning in April 2020.

Riviera Village, Stand RG5