Burton's offers eclectic Christmas range

Novelty
Last year, Cadbury Santa’s Festive Friends were the number one Christmas novelty biscuit and Cadbury novelty tins have enjoyed a 300% year–on-year growth. To capitalise on this success, Burton’s has launched the brand new colourful Cadbury’s Ark (250g) - a fun, collectable novelty tin full of mini Cadbury’s animal biscuits.

This latest launch adds to Burton’s market-leading range of
collectable novelty biscuits tins, which have helped Burton’s to increase its market share in the novelty sector to over 80%.

Special
Special is also a major focus and represents the biggest seasonal sector, worth £48m. Cadbury holds the number one brand position in the Special Seasonal sector and has a 22% share within it. To continue its triumph in this category, the popular Cadbury Heritage Barrel (500g) and Heritage Tin (300g) will also be making a welcome return to the shelves in time for Christmas.

Premium, but not pricey
But it is not just about novelty or everyday munching. This year also sees the launch of the Green & Black’s Traditional Organic Shortbread Tube, offering biscuit fans a little luxury treat and a great token gift idea. Packaged in a 200g tube the Green & Black’s shortbread caters for discerning tastes, at an affordable price.

Also in the premium range, is the Green & Blacks Organic Shortbread Selection Tin (450g), which makes a welcome return after its successful launch last year. The premium segment is estimated to be worth £13.9m and Green & Blacks is the number one premium brand within Seasonal with a 27% share of sales.

Jaspal Chada, Marketing Director at Burton’s Foods comments; “Burton’s is committed to providing a range of products that suit all tastes, occasions and budgets. This Christmas we have reduced the number of SKUs following feedback from consumers and category partners. For 2008, we have created an exciting selection of products, which we are confident will prove a big hit with consumers and will ensure we continue to deliver market leading ranges for the
festive season.”

Sweet and savoury favourites
In addition to the Cadbury and Green & Blacks ranges, Bertolli and Royal Edinburgh bakery will also be offering consumers a sweet and savoury treat to enjoy during the festivities.

Royal Edinburgh is the number one seasonal shortbread brand. With year-on-year growth of 15%, it has a 50% share of the branded seasonal shortbread sector. Perfect for everyday munching or unexpected guests, Royal Edinburgh offers Shortbread fans a traditional taste of Scotland. The Christmas range includes Shortbread Fingers Carton (500g), Shortbread Petticoat Tails Carton (400g & 250g) and the Shortbread Assortment Tin (500g).

For those with a less sweet tooth, Burton’s entered into a licensing agreement last year to launch the Bertolli brand into the £281m Savoury Biscuit market. The Bertolli Savoury Nibbles range come in sharing bags and add an authentic taste of Italy to any festive social occasion as a pre-dinner snack. The brand is already worth £5m & has a 5.1% share of the Savoury Nibbles segment.

The selection includes: Pepite – Italian Cheese & Red Onion (200g), Bruschettine – Rosemary & Sea Salt (150g), Focaccine – Garlic & Parsley (200g) and Focaccine – Tomato & Oregano (200g).

The savoury segment is worth £14.6m and the Bertolli biscuit brand is already estimated at £3.9m. In its first year, Bertolli sales in total savoury biscuits were £1.7m.