Burton’s Foods, the UK’s second largest biscuit supplier, is introducing a major new profit opportunity with the launch of a range of iconic Cadbury brands as price marked biscuits, exclusively available to the cash and carry/wholesale trade.
The move is intended to generate incremental growth in the chocolate biscuit market and sees the launch of two leading Cadbury brands – Cadbury Caramel and Cadbury Crunchie – as biscuits in £1 promotional price marked packs. Both biscuits come in 130g packs, in outers of 12 and are for a limited time only.
Burton’s Graeme Mair, Business Account Manager for Cash and Carry, says the £1 promotional price marked packs combine everyday indulgence with an accessible price point, adding that the launch will drive new consumers to the biscuit fixture and accelerate the growth of the biscuit ‘treats’ sector.
He comments: “The launch of the £1 promotional price marked packs will create real interest and standout on the fixture, positioning the Cadbury-branded biscuits as beacon brands and introducing more adults to the fast-growing biscuit treats category, against a backdrop of growing price sensitivity amongst consumers.
“The two products combine the huge appeal and credibility of Cadbury, the UK’s number one chocolate brand, with the quality and heritage of Burton’s biscuits.”
The two promotional price marked biscuits deliver outstanding taste and quality, offering consumers the perfect combination of their favourite Cadbury fillings with a light biscuit base
Cadbury Caramel Biscuits feature a smooth caramel centre, covered with delicious Cadbury Milk Chocolate. Cadbury Crunchie Biscuits include a melting honeycomb cream sprinkled with Cadbury Crunchie pieces, also covered with Cadbury Milk Chocolate.
The products join Burton’s Foods’ existing Cadbury biscuits range manufactured under licence, with sales of over £68m*, including Cadbury Fingers, Cadbury Animals and Cadbury Chocolate Digestives.
* Source: AC Nielsen 10th July 2010