Boost for biscuit category as Burton’s launches indulgent Cadbury Cookies
Burton’s Biscuit Company is driving innovation in the UK’s £125m cookie market*1 with the introduction of Cadbury Cookies, the first premium cookie from the £66m Cadbury Biscuits portfolio*1.
Rolling out from the end of April, the Cadbury Cookies range will comprise two variants featuring dessert inspired flavours; Salted Caramel Brownie, tapping into the popular salted caramel flavour trend, and Mocha Choc Chunk, a new and unique flavour within the cookie market.
Both SKUs will be available in 200g packs (8 x 25g large cookies), with an RRP of £1.99, and will feature a soft baked cookie dough with chunks of Cadbury Dairy Milk chocolate.
The launch will be supported by a through-the-line campaign, including in-store activation and product sampling.
David Costello, Head of Customer Category Management at Burton’s Biscuit Company, says: “Targeting the ‘sweet sign-off’ consumption occasion – a sweet and indulgent hit to complete a meal – Cadbury Cookies will bring the nation’s favourite chocolate brand into the premium cookie category, that will provide an incremental profit opportunity for retailers.
“Cookies consistently drive category value within sweet biscuits*2. By introducing Cadbury Cookies into the £66m Cadbury Biscuit portfolio*1, we are confident that this exciting new range will encourage shoppers to trade up and enjoy a cookie that is the perfect indulgent treat.”
The new range performed extremely well in consumer and shopper research, with 70% indicating that they would be extremely likely to purchase the product. Shoppers identified the large chocolate chunks of Cadbury Dairy Milk and indulgent flavour combinations as great product attributes and perfect for the brand*3.
*1 Kantar World Panel Online 52 we 28 Feb 2016
*2 Nielsen, Grocery Mults, 52 w/e 15 Aug 2015
*3 Online quantitative research, Winkle, Nov 2016
Burton’s Biscuit Company
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