Oreo O’s cereal is making its debut across convenience and wholesale with a £3.99 price-marked pack (PMP).

The cereal first launched in the UK in November, and now is worth £3.3m, according to supplier Weetabix.

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Available now to convenience and wholesale, the 320g pack is part of the indulgent sector, which Weetabix says is the largest and fastest growing part of the cereals category, seeing 4.6% growth in the past 12 months.

Overall, the cereal category is worth £19m within impulse, up 23% year on year. Oreo O’s’ convenience and wholesale launch will be supported with in-depot displays and digital wholesaler support.

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Commenting on the launch, an Oreo’s spokesperson said: “Oreo O’s is already present in 1.5% of UK households and we’re so pleased to introduce this fantastic cereal to the convenience channel. The PMP format will offer shoppers great value for money and help to drive impulse sales in store for retailers.

“The Oreo brand is a global phenomenon, with the UK its third-biggest market, and its products are found in one in four households. As a result, Oreo O’s are a must-stock for retailers and the ideal product to become a beacon for the indulgent cereal segment.”

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