Burton’s Biscuit Company is introducing an element of fright to the fixture with the launch of its 2016 Halloween Cadbury Biscuits range.


The Halloween range comprises four products which launch in August and will be on sale until 31st October.

Burton’s is the leading manufacturer of biscuits for Halloween*1, with the top four SKUs in the market*2, and branded products driving growth within Halloween across all snacking categories, including biscuits*2.

The Burton’s Halloween line-up includes:

• Cadbury Screme Egg Biscuits (139g x 12 / MRSP £1.79 – £1.00):

Screme Egg returns after a successful first year as the no.1 SKU in the market over the Halloween period*3, tapping into shopper demand for products for Halloween parties.

The product will be available in a new 8-pack, following on from the launch of a new 8-pack for Cadbury Creme Egg Biscuits during the Easter 2016 period.

• Cadbury Animals Halloweenies (110g x 8 / MRSP £1.79 – £1.00): A spooky twist on Cadbury Animals featuring Halloween themed biscuits in the shape of bats, spiders and other creepy crawlies.

• Cadbury Mini Fingers (110g x 8 / MRSP £1.79 – £1.00): A Halloween inspired pack format for Cadbury Mini Fingers featuring a spine-tingling onpack design.

• Cadbury Trick or Treat Biscuits (330g x 4 / MRSP £4.49 – £3.00):

The perfect assortment of 15 bags of Cadbury Mini Fingers, Mini Animals and Mini Dino’s, packed into a handy box ideal for trick-or-treating.

David Costello, Head of Category & Shopper Management at Burton’s Biscuit Company, says: “Halloween is the UK’s fourth largest event, appealing to more than 1 in 5 households*2 and representing a huge profit opportunity for retailers.

“Research has shown that over two thirds of shoppers spend an average of £1 per pack on Halloween products*4, making low entry price points really important. With the Cadbury Biscuits Halloween line-up we’re meeting this need, bringing incremental shoppers to seasonal sweet biscuits, and working with retailers to drive shoppers to the fixture ahead of the Christmas period.”

*1: Nielsen Scantrack Data to w.e. 31.10.15

*2: Nielsen Scantrack Total GB to w/e 31st October 2015

*3: Nielsen Scantrack Data to w/e 31.10.15 / Kantar Worldpanel 6 w/e 1 Nov 2015

*4: Kantar Worldpanel 6 w/e 1 Nov 2015


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