Mondelez mulls bid to double Cadbury biscuit lineup

Mondelez International could be about to double the number of products under its Cadbury biscuit range as it looks to use the one billion dollar brand’s profile to help dominate the category.

Cadbury is considering adding to its biscuit lineup, which already includes Cadbury Fingers.

The snack maker has trademarked the Cadbury “Oaties”, “Rich T’s”, “Wheaties” and “Shorties” names as potential titles for the latest additions to its lineup in the UK. Any national rollout of the four prospective brands would join the existing Cadbury Fingers, Cadbury Dairy Milk, Animals and BiscBits biscuits.

Should a launch occur, Mondelez will be hoping to emulate the popularity previous Cadbury extensions and cross-brand tie-ups have garnered among consumers. The business has been using the Cadbury brand to introduce lesser-known snacks such as Oreo, Chips Ahoy! and Ritz biscuits to the UK. Mondelez aims to stretch those brands across multiple categories rather than continuing to focus on specific categories where growth has plateaued.

Mondelez declined to comment on any potential move but refused to rule out additions to its Cadbury biscuit range moving forward. In a statement the company said: “Cadbury registers many names but it does not necessarily mean they will come to market. If we create any such product under this name, we will announce details closer to the time of launch.”

The business launched its Cadbury Dairy Milk Marvellous Creations in 2012 just months after it said the product’s trademark did not signal a definite launch.

Cadbury-branded biscuit are manufactured and marketed by Burtons in the UK. The deal, which dates back to 2010, means all the chocolatier’s biscuits are baked in the UK by Burtons. It has lead to raft of seasonal products to supplement the core range including the Cadbury Crème Egg biscuits launch earlier this year. The biscuit maker declined to comment on any potential Cadbury initiatives.

Biscuits are the key category for the company globally with the UK being one of its priority markets. It completed an overhaul of its marketing team in the summer to accelerate the plan, which it expects to treble its size in the category by 2020. Mondelez trailed market leader United Biscuits’ 21.8 per cent share of the UK market in 2013 with just 9.8 per cent.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here