Mondelez International has launched Joy Fills – sweet crispy wheat pillows with a soft creamy filling.
There are four variants: Joy Fills Oreo, with a cocoa and vanilla filling; Joy Fills Oreo Choco Caramel Creme, with a cocoa and caramel filling; Joy Fills Cadbury Milk Chocolate Creme, with a milk chocolate filling; and Joy Fills Cadbury Choco Cookie Creme, also with a milk chocolate filling. All are available in 90g packs (rsp £1.50), in cases of eight.
Joy Fills is described as a brand new biscuits platform and is designed specifically to meet the changing lifestyle needs of consumers, who are increasingly looking for convenient, bite-sized treats that deliver on taste but won’t weigh them down.
The launch is being supported by a £4 million campaign from the end of this month, aimed at driving consumer awareness and trial.
Carly Sharpe, Joy Fills brand manager, comments: “We’re 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 design, 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.”
Tel: Mondelez International (01214) 582000