New PMP is twice as nice

THE combination of Dairy  Milk and Oreo has proved to be a popular one for Cadbury, and now the firm is extending the partnership even further with the launch of a new bar.

Cadbury Dairy Milk Oreo Sandwich has now been launched in a new £1 PMP bar, one year after making its first appearance on shelves.

The Dairy Milk Oreo Sandwich format has already driven £3.2m RSV since its launch, with the Dairy Milk Oreo brand now worth £48m in the UK.

Lyndsey Homer, junior brand manager for Cadbury Dairy Milk at Mondelez International, said: “We’ve been extremely pleased with the success of Cadbury Dairy Milk Oreo Sandwich, which has not only won awards but has also helped drive incremental sales across the category.

“Retailers should take advantage of the new £1 PMP bars, as we hope to see them secure the same success and drive even more sales within the category.”