Cadbury Delights Oreo launch: overview
- Cadbury partners with Oreo to expand its Delights range permanently
- Brand collaborations help confectionery companies generate buzz and trial purchases
- New Cadbury Delights Oreo contains under 100 calories per bar
- Health claims raise questions
- Consumer trust depends on transparent nutrition claims and positioning choices
Few confectionery companies have embraced the collaboration trend quite like Cadbury.
Mondelēz International’s flagship chocolate brand has teamed up with everyone from cosmetics brand MCoBeauty to football’s Premier League.
Now, the industry heavyweight is partnering with fellow Mondelēz member Oreo to create Cadbury Delights Oreo.
The new launch combines Cadbury chocolate with Oreo chunks in a snack bar, and joins the Cadbury Delights range as a permanent addition, alongside Salted Caramel and Hazelnut Flavour & Caramel.
The move is the latest sign that brand collaborations remain one of confectionery’s favourite ways to drive growth. And, it’s easy to see why.
In a crowded market where truly new product ideas are hard to come by, teaming up with another brand gives manufacturers a relatively low-risk way to create excitement, reach new audiences and encourage trial purchases.
However, we do have one reservation about this particular collab...
Health claims
Cadbury positions the new addition within permissible indulgence, as it’s a “source of fibre” and contains less than 100 calories per bar.
And, while both the fibre and calorie claims are factually correct, we’re still a little sceptical about this marketing approach considering the new launch is, in fact, a chocolate bar with biscuit in.
“Cadbury Delights Oreo brings together two iconic brands in an exciting new under 100 calorie per bar format,” says Cadbury junior brand manager, Eloise Lake. “The new product gives shoppers another great tasting option, allowing them to enjoy an indulgent treat that fits with their lifestyle and wellbeing goals.”
The challenge for brands pushing these sorts of wellbeing credentials is that consumers are becoming increasingly savvy to what constitutes a genuinely healthy option and what is little more than clever marketing.
A fibre claim or sub-100 calorie serving may help position a product as a better-for-you treat, but shoppers are unlikely to mistake a chocolate-coated nougat bar containing Oreo pieces as anything other than exactly that.
Still, the appeal of this launch is unlikely to hinge on its fibre content. Bringing together two of snacking’s biggest brands is a compelling proposition in itself, and it’s the combination of Cadbury chocolate and Oreo’s distinctive crunch that will probably do the heavy lifting on shelf.
The health messaging may grab attention, but it’s the indulgence that’s likely to drive repeat purchases.
