Burton’s Biscuit Company is making the UK’s no.1 special treat biscuit*1 and UK’s best-selling cookie brand*2 more relevant for more consumers and occasions with the launch of Cadbury Mini Fingers and Maryland Big & Chunky in convenient Snack Packs.
The sales-boosting opportunity for stockists capitalises on sweeping changes in consumer lifestyles, including more single eating occasions, a rise in on the go snacking and growing demand among adults for permissible treats.
Cadbury Mini Fingers Snack Packs (140g) comprise two variants, Milk Chocolate and Honeycomb. Containing 4 x adult-size 35g portions, the rrp is £1.99 with packs merchandised in shelf-ready outers of 10.
Maryland Big & Chunky Snack Packs (150g) are in 3 variants – Milk & Dark Choc Chunk, White Choc Brownie & Choc Chunk and Crunchy Flapjack, each containing 6 portions. All Maryland packs have an rrp of £1.99, in shelf-ready outers of 12.
“We’re meeting the rise in demand among adults for more portion control in sweet biscuits, enabling them to eat their favourite biscuits when and where they choose in new, convenient pack formats,” says Stuart Wilson, Chief Commercial Officer UK and Ireland, Burton’s Biscuit Company.
“We’re confident that this new ‘Snack Pack’ format of two of the nation’s best-selling sweet biscuits will broaden the brands’ appeal, move Cadbury Fingers and Maryland into new eating occasions and generate a significant incremental profit opportunity for retailers in the process.”
Cadbury Mini Fingers is ideally placed to take the lead in introducing more choice in portion control to the UK’s £2 billion sweet biscuits category.*3 Brand awareness is extremely high, boosted by the fact that the Cadbury Fabulous Fingers sub-brand has been backed by several bursts of heavyweight, national TV advertising in recent years.
Maryland is the nation’s favourite cookie biscuit brand, with annual sales exceeding £50 million, up 16.9% YOY.*4 Backed by sustained national TV advertising, the Maryland Gooeys sub-brand was the most successful sweet biscuit launch of 2013, generating sales of £8.4 million.*2
Marketing activity in support of the Snack Packs will focus on the products’ convenience, boosted this year by a £3 million above-the-line spend on Maryland and Cadbury Fingers.
*1 Kantar 52 w/e October 15, 2013
*2 Nielsen w/e 4.1.14
*3 MAT Nielsen to 12.10.13
* 4 Nielsen w/e 1.2.14
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.