Burton’s Biscuit Company is introducing new contemporary pack formats for its power brand Cadbury Fingers, broadening the consumption occasions for the brand.

Fingers-138-more-to-share-VISUAL[2]Launching in March, the UK’s number 1 Special Treat biscuit*1 range will be joined by three new SKUs; a 52g ‘little treat pack’ of 10 Cadbury Milk Fingers (RRP £0.89) aimed at smaller 1-2 person households looking for a permissible sweet treat, a 138g ‘sharing pack’ (RRP £1.55) – an increase on the current core 114g pack – and a 228g ‘family pack’, a larger pack aimed at family sharing occasions for larger households (RRP £2.49).

The packs will be accompanied by a new design with clear messaging and style to indicate the end consumption occasion, and a front of pack flash highlighting the Cadbury Fingers brand USP; that the biscuit is ‘Covered in Cadbury Dairy Milk’ Chocolate.

“Research shows that consumers have high awareness and love for the Cadbury Fingers brand however portion control is a growing priority for shoppers, with guilt regarding consumption being the current number one barrier to purchase,” says David Costello, Head of Category & Shopper Management at Burton’s Biscuit Company.

“With the addition of these new packs for Cadbury Fingers, Burton’s is recognising the changing needs of consumers and in turn, helping retailers drive incremental profits with different pack sizes to suit all households and a wide variety of consumption occasions.”

The Cadbury Fingers brand will also be supported by a £2m marketing campaign in 2016, leveraging Cadbury’s ‘Free the Joy’ message. *1 Nielsen, Special Treat Biscuits, Total Coverage, Value Sales, MAT TY w/e 7.11.15

BURTON’S BISCUITS

www.burtonsbiscuits.com

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