Burton’s Biscuit Company is set to accelerate the growth of the £210m out of home biscuit category*1 with the launch of Cadbury Fingers Snap & Go.
The launch marks the introduction of a new pack format for the No.1 special treat biscuit brand*2 in the form of ‘snap and go’ pods containing full-size Cadbury Fingers, available in packs of 4 x 31g with an RRP of £1.99.
The new packaging, which leverages the iconic shape of Cadbury Fingers, also represents Burton’s £100k investment in new technology to bring the packs to market.
“While many categories have evolved with the growth of out of home consumption, the biscuit category is behind with few market-leading biscuit brands available in a convenient format. This is particularly true of adult consumption where biscuits significantly undertrade,” says David Costello, Head of Category & Shopper Management at Burton’s Biscuit Company.
“With the launch of Cadbury Fingers Snap & Go, we’re expanding the £35m*2 Cadbury Fingers brand beyond in-home sharing, and in turn helping retailers maximise the opportunity for out of home consumption with a truly iconic biscuit.”
*1 Kantar WPO, MAT, we 24 May 2016
*2 Nielsen, Special Treat Biscuits, Total Coverage, Value Sales, MAT TY, we 23.04.16