Burton’s Biscuits Company is boosting its Cadbury Special Occasions Biscuits range, the fastest-selling range of new products*1 ever introduced into the UK’s £2 billion sweet biscuit category, with the launch of NEW Cadbury Wispa Biscuits.
With annual sales of £10 million*2, the multi award-winning range currently comprises Cadbury Dairy Milk, Cadbury Crunchie, Cadbury Caramel and Bournville biscuits.
“The Cadbury Wispa Biscuits’ launch will build on Burton’s highly successful track record of introducing some of the UK’s best-loved brands into the biscuit category,” says David Costello, Burton’s Biscuit Company’s Head of Customer Category Management.
“The Cadbury Wispa brand has already been a major success across numerous new formats, including hot chocolate and chilled desserts. It will bring excitement and fun into the biscuit aisle, offering consumers a sumptuous eating experience.”
Merchandised in shelf-ready cases of 12, the 124g packs launch in stores nationwide at the end of July with an rrp of £1.79.
In addition to a £250,000 through the line campaign, the launch will be supported by heavyweight in-store activity, including a comprehensive range of POS and merchandising to attract shoppers.
The Cadbury Wispa Biscuits’ launch follows the success of this year’s limited edition Cadbury Creme Egg Biscuits which generated £2.7 million worth of sales in just 16 weeks (January to April 2014).*2
Burton’s Biscuit Company is a leading branded and own label supplier of quality biscuits and snacks and is the number two branded player and second largest biscuit supplier in the UK. It owns and bakes market-leading brands such as Maryland Cookies, Jammie Dodgers and Wagon Wheels, and bakes Cadbury chocolate biscuits under licence.
Headquartered in St. Albans, UK, the company operates manufacturing sites in Blackpool, Edinburgh, Llantarnam, and a chocolate refinery in Moreton, employing over 2,000 people.
*1 IRI 48 weeks to w/e 22.01.11
*2 Nielsen MAT data to w.e. 26.04.14