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Mondelēz unveils its ‘Joyfill’ confectionery experience

Mondelēz International is launching what it has billed as the next big (little) treat this summer – Joyfills.

Available from August, the Joyfills range features light, crispy bites with a creamy filling.

The range will launch with four variants endorsed by two major brands: Oreo and Cadbury.

This includes the following releases –  Joyfills Oreo – Sweet crispy wheat pillows with cocoa and vanilla soft filling, Joyfills Oreo Choco Caramel Creme – Sweet crispy wheat pillows with cocoa and caramel soft filling, and Joyfills Cadbury Milk Chocolate Creme – Sweet crispy wheat pillows with a milk chocolate soft filling.

The series is completed by Joyfills Cadbury Choco Cookie Creme – Sweet crispy wheat and cookie pillows with a milk chocolate soft filling.

As the company explains, with increasingly busy lifestyles and an always-on mindset consumers are increasingly looking for convenient, bite sized treats that deliver on delicious taste, but won’t weigh them down.

Joyfills is a new biscuits platform, designed specifically to meet these changing lifestyle needs; each Joyfill bite is just one gram in size, but said to be packed with great taste and textures, with an airy crispy casing filled with smooth crème.

The launch will be supported by a £4m full 360 degree cut-through plan from the end of August, which will drive consumer awareness and trial.

Carly Sharpe, Joyfills brand manager, says, “We’re so excited to bring something truly innovative to the biscuit market, designed specifically to meet consumer needs. Testing has shown that consumers have a high purchase intent through our strong product offering and pack design5, so we believe that this will be a real opportunity for retailers to drive incremental biscuit sales for the afternoon, on-the go and evening treating opportunity.

“We’ve got a strong multi-channel campaign to support the range in its first year, with the first burst kicking off from the end of August to the end of October, so retailers should stock up now to make the most of heightened consumer awareness.”

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