Oreo has also been a hit in licensing terms, with R&R Ice Cream producing Oreo ice cream sticks, tubs, cones and sandwiches, and Mondelez enjoying great success with Cadbury Dairy Milk Oreo chocolate. And flavour extensions opened up new opportunities for licensees, said Lawrence. "As a licensed ingredient, Oreo is a very attractive proposition and licensing helps drive the presence of the brand." The new flavours will be supported by a £2.1m marketing spend including a dedicated TV for Golden Oreo, video on demand, social media, sampling and major in-store activity. "Our retailers are really excited about the launch and getting behind it," said Lawrence. "They have seen the incrementality of the brand and have seen how good it is for the category."