Burton’s Foods, the UK’s second largest biscuit supplier, is introducing a sense of adventure into portion packs with the relaunch of one of Britain’s best-loved family biscuit brands, Cadbury Animals.
The move includes new pack designs, a new logo and new animal characters – all designed to help parents make treating an adventure by feeding family’s imagination.
Sixteen different designs will now feature on inner bags of Cadbury Mini Animals portion packs, compared to five previously, each setting a puzzle or giving a fun life lesson on friendship and team work.
The new gang is made up of Leroy the lion, Rockodile the crocodile, Cheeko the monkey, Swoop the parrot and Ella Funky the elephant. Each character has their own story that will help build their relevance with families.
In addition to standard packs, Burton’s Foods is introducing new SKUs for special occasions, as well as Christmas stocking fillers and other seasonal opportunities.
David Costello, Burton’s Foods’ Category and Activation Controller, says the brand relaunch will not only broaden the appeal of Cadbury Mini Animals, it will also allow parents to encourage more fun with the biscuit portion packs.
He said: “Market research shows that mums already enjoy a really positive relationship with the brand. We also know Cadbury Mini Animals are loved by all the family. Currently they are most popular with three to five-year-olds but by creating emotional engagement with the new characters we’re confident of extending the appeal above that age range.
“What’s more, the combination of biscuit with just the right amount of Cadbury chocolate will prove to be a winner with mums and dads, in and out of the home.”
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