EAST HANOVER, N.J. — Mondelez International has extended the Oreo cookie brand into the chocolate aisle with the U.S. debut of Milka Oreo chocolate candy bars. The bars are available in several varieties, featuring bits of Oreo cookies and vanilla creme along with Milka’s European chocolate candy.
“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, 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.”
The new product lineup will be available in three formats:
• The Milka Oreo Big Crunch Chocolate Candy Bar. The bar contains a layer of Oreo cookies between two layers of vanilla creme filling, coated in Milka chocolate candy. The bar has a suggested retail price of $4.99 for one, 10.5-oz sharing size tablet.
• The Milka Oreo Chocolate Candy Bar. The bar contains bits of Oreo cookie mixed in vanilla creme filling coated in Milka chocolate candy. The bar is available in three sizes: 1.44-oz at an S.R.P. of 98c; 2.88-oz at an S.R.P. of $1.69; and 3.52-oz at an S.R.P. of $1.79.
• The Milka Oreo Choco-Mix Snack Mix Bag. The snack bag contains Oreo mini chocolate sandwich cookies, Golden Oreo mini sandwich cookies, Milka Chocolate Candy Buttons, and candy coated pieces mixed together. It is available in a 6.1-oz bag at a S.R.P. of $3.69.
The Milka Oreo Big Crunch Chocolate Candy Bar will roll out in limited distribution at retailers such as Wal-Mart, Kroger, ShopRite and Albertsons beginning Nov. 14, while the entire line will roll out nationwide in January 2017.
In October, Irene Rosenfeld, chairman and chief executive officer of Mondelez, said the introduction of Oreo brand chocolate bars in the United States and Milka chocolate in China were two initiatives aimed at helping Mondelez sustain moderate revenue growth in a challenging macroeconomic environment.
