Burton’s Foods continues to revolutionise the chocolate biscuit market with a £2.5 million investment that sees two of the most iconic Cadbury brands made into biscuits: Cadbury Dairy Milk and Cadbury Bournville.
The two new products follow Burton’s hugely successful launch of three other Cadbury brands as biscuits: Cadbury Caramel, Cadbury Crunchie and Cadbury Turkish. Sales of this range achieved £15.2m* value sales in 44 weeks since launch.
Cadbury Dairy Milk, the UK’s number one chocolate brand so this new biscuit offering presents an exciting innovation for the biscuit category. Similarly, Cadbury Bournville is a leading player within dark chocolate and represents a significant opportunity to attract dark chocolate lovers to the range.
Cadbury Dairy Milk and Cadbury Bournville are now available in retailers at an MRSP of £1.69 in line with the rest of the range.
o Cadbury Dairy Milk Biscuits: Square biscuits coated in delicious Cadbury Dairy Millk chocolate. The biscuits include the ‘C’ from the Cadbury logo in moulded chocolate on the top to maximize consumer identification with the Cadbury brand.
o Cadbury Bournville Biscuits: Classic Dark Cadbury Chocolate biscuits with a delicious chocolate flavoured cream centre.
The new product developments combine the credibility and pleasure of Cadbury brands with the quality and heritage of Burton’s biscuits, offering consumers perfect combinations of their favourite Cadbury brand with a light biscuit base.
This move is contemporising the biscuit aisle, bringing all the taste and excitement of confectionary to biscuits. The new range provides consumers who are seeking more excitement with a compelling reason to trade-up to something more special.
Stuart Wilson, Chief Marketing Officer at Burton’s Foods, comments: “Our launch of Cadbury Crunchie, Caramel and Turkish Biscuits transformed what was otherwise a rather staid chocolate biscuits market into a destination aisle.
“The launch of Cadbury Dairy Milk and Cadbury Bournville biscuits expands our innovative range to offer consumers greater choice whilst accelerating brand and category growth.
These Cadbury brands command phenomenal consumer affection and will bring a much needed buzz to a sector that has been characterised by low levels of innovation and investment.”
The launch of Cadbury Dairy Milk and Cadbury Bournville biscuits is being supported by a £1.3 million advertising campaign,(including outdoor and print, as well as promotional activity with leading retailers).
Other Burton’s Foods’ Cadbury biscuits manufactured under license, with sales of over £92m, include Cadbury Fingers, Cadbury Animals and Cadbury Chocolate Digestives.
Source: Burtons Foods
