Burton’s to relaunch its Cadbury biscuit range
Burton’s Biscuit Company, the UK’s second largest biscuit manufacturer, is targeting the special occasion market with a relaunch of its award-winning Cadbury biscuit range.
Burton’s Biscuit Company, the UK’s second largest biscuit manufacturer, is targeting the special occasion market with a relaunch of its award-winning Cadbury biscuit range.
Key elements include an eye-catching, new pack design across the five-strong range which comprises Cadbury Caramel, Crunchie, Dairy Milk, Bournville and Turkish biscuits. The relaunch is backed by a £600,000 advertising and PR campaign.
David Costello, Burton’s biscuit company category and activation controller, says the relaunch is targeted at “the growing number of consumers eating biscuits as part of a special occasion”.
He said: “People may be going out less due to the challenging economic times, but they are looking to enjoy themselves at home. This provides an opportunity for consumers to treat themselves by enjoying their favourite biscuits as part of a special occasion.”
The new-look packaging has scored highly with existing consumers and, significantly, with the key potential market of ‘people without children’.
Burton’s Biscuit Company’s special occasions range is currently valued at £56m and is outperforming the biscuit category with YOY growth of 15%. The relaunch will be backed by a comprehensive range of in-store POS, including free standing merchandising units.
Source: Burton’s Biscuit Company
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