Survey reveals that moms adopt creative techniques to manage their kids' milk consumption
Dubai - With more than 450 billion cookies sold worldwide since 1912, Oreo, the leading biscuit brand by Kraft Foods, and an all-time favorite with children, rolls out a fun new shape that will have kiddies buzzing with excitement! New Oreo Wafer Rolls comes in a unique flute shape, with an extra yummy coating of vanilla or chocolate on the inside and a crispy cocoa flavored wafer on the outside. The new Oreo innovation with its soft, melt-in-your-mouth texture functions like a straw and promises to be the cool new companion for kids as they dip and sip their way through their milk.
In line with the launch of Oreo Wafer Rolls, Oreo commissioned a survey via leading online research outfit, Maktoob Research, a unit of the Arab world's largest web portal and online community, Maktoob.com. A total of 800 mothers from KSA, UAE and Kuwait took part in the Oreo Cookies & Milk Survey, which aimed to establish the milk consumption habits amongst children and the creative ways that mothers use to encourage their children to drink their milk.
Children require an average of 3 glasses of milk per day so it is good to know that 46% of the moms surveyed give their children between 3 to 4 glasses per day. However, alarmingly 14% of moms say their children consume only 1 glass per day. A strong reason for this could quite likely be that mothers often have a hard time giving their children the 3-glass-per-day intake, a problem that 41% of the moms said they face. Not surprisingly majority of them shared that they often serve chocolates or other cookies and treats to encourage their kids to drink their milk. Here is where Oreo's key strength lies, one that allows Oreo to pride itself as being 'milk's best friend'.
"Oreos are the best-selling cookies of the 21st century, and over the years the brand has established a strong association with milk. The original round-shaped Oreo has consistently proven to be a favorite amongst children, especially as an accompaniment with milk because of the fun Oreo Twist-Lick-and-Dunk ritual that has become the craze in recent years. Oreo Wafer Rolls on the other hand are flute-shaped and can function like a straw. The new shape retains this concept of fun ways to encourage kids to drink their milk, but creates a whole new exciting ritual", said Ahmed Yahya Marketing Director GCC, Kraft foods Middle East and Africa.
Becoming popular following Oreo's hit television commercial showing kids twisting off the tops of the Oreo cookies, licking off the cream filling and dunking the tops in milk, the Twist-Lick-and-Dunk ritual has proven ingenious. According to the survey, 3 out of 10 moms or 34% revealed that they have tried the ritual, with 79% of moms agreeing that it helped the milk go down with less fuss.
Now, the straw-like Oreo Wafer Rolls is expected to set a new trend, and the new Oreo Wafer Rolls television commercial, featuring children using the wafer roll as a straw is already creating the anticipated buzz.
"Oreo understands that kids will be kids, and with the right dose of moderation and supervision from mothers, at times the best way to get children to enjoy something is to add the ever-important ingredient of fun", added Yahya.
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ABOUT KRAFT FOODS INC.
For more than a century, Kraft (www.kraft.com) has offered delicious foods and beverages that fit the way consumers live. Today, we are turning the brands that consumers have lived with for years into brands they can't live without. Millions of times a day in more than 150 countries around the world, consumers reach for their favorite Kraft brands, including nine with revenues exceeding $1 billion: Kraft cheeses, dinners and dressings; Oscar Mayer meats; Philadelphia cream cheese; Maxwell House coffee; Nabisco cookies and crackers and its Oreo brand; Jacobs coffees; Milka chocolates; and LU biscuits. Kraft is one of the world's largest food and beverage companies with annual revenues exceeding $37 billion, more than 100,000 employees and more than 180 manufacturing facilities globally. The company's stock (NYSE: KFT) is listed on the S&P 100 as well as the Dow Jones and Ethibel Sustainability Indexes.
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© Press Release 2008
