Having announced earlier in the year its new, innovative approach to the convenience and impulse sector, Burton’s Biscuit Company is providing a tailored offering and a major boost for the fast-growing treats sector with the launch of its biggest ever range of Cadbury Biscuits price marked packs.
The £1 PMP Cadbury Biscuits range, available exclusively to the convenience channel, comprises nine SKUs including Cadbury Crunchie and Dairy Milk Biscuits; Cadbury Chocolate Coated Digestives, Rich Tea & Shortcake; complemented by Cadbury Mallows, Jaffa, Cadbury Choc Chip & Double Choc Cookies.
David Costello, Burton’s Biscuit Company’s Category and Activation Controller, says price marked biscuit treats at a round pound price point are a ‘compelling combination’ for convenience shoppers.
“The secret to success within the convenience sector is to leverage the impulse nature of the channel by maximising the growing demand for affordable treats and encouraging shoppers to trade up and increase their basket spend. The treats area significantly over-indexes within convenience and is growing at 7% year on year*,” says Costello.
“The £1 price point is very important within convenience & this range allows convenience shoppers to access their Cadbury Biscuits’ favourites at an excellent value for money price point.”
Cadbury Biscuits are currently driving the growth of the biscuit treats market in the convenience channel, growing by 23 per cent in the last two years to be worth £42 million*.
Two other best-selling Cadbury lines will also be available in £1.39 price marked packs – Cadbury Milk Chocolate Fingers, the nation’s number 1 special treat biscuit, as well as the hugely successful Cadbury Fabulous Fingers which has become a £7m sub-brand* in its own right since launch, having been supported with a recent national TV campaign.
As one of the UK’s first FMCG companies to introduce price marked packs, Burton’s led the way in identifying how they can help to drive sales, particularly in times of economic uncertainty, whilst also ensuring retailers make a good return.
“Today’s shoppers are more cost conscious than ever and are actively seeking treats that provide good value for money, without compromising on quality,” adds Costello.
“The Cadbury price marked biscuits not only stand out on the fixture, they provide the winning combination of taste, quality and value which shoppers want.”
* Nielsen 25 May 2013.
Burton’s Biscuit Company