Burton’s Foods is introducing a ‘totally new experience’ to the biscuit category with the launch of Cadbury Fingers’ first ever sub-brand, deeply indulgent Cadbury Fabulous Fingers.

In a category-boosting first from the UK’s second largest biscuit supplier, Cadbury Fabulous Fingers (110g) combine a thick, outer layer of Cadbury milk chocolate with an inner, smooth layer of white chocolate and a crunchy biscuit finger.

Featuring an rrp of £1.99, Cadbury Fabulous Fingers will be launched at a promotional price ranging from £1 to £1.35, for a limited period.

The sub-brand will be backed by a £2 million launch package, spearheaded by a £1 million TV campaign in November.

“Cadbury Fabulous Fingers are a real chocolatey treat, providing an – eating experience that’s unexpected and really rewarding. Consumers have to bite it to believe it,” says David Costello, Burton’s Foods’ Category and Activation Controller.

“As Cadbury Fabulous Fingers are geared towards more treaty evening and weekend sharing than Cadbury Fingers, we’re confident that they will attract new consumers to the brand and significantly broaden the usage occasion.”

Burton’s is targeting Cadbury Fabulous Fingers at chocolate biscuit lovers. Research shows that consumers’ intent to purchase is a significant 73%, almost 20% points higher than a category average for new launches.

Cadbury Fabulous Fingers will be supported by in-store POS featuring the strapline ‘If You’ve Got It, Flaunt It’. Imagery showing the inside of this indulgent milk and white chocolate covered biscuit finger will also feature.

The product will be packed in outers of 24, in shelf ready packaging.

Burton’s Foods 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.

Burton’s Foods manufactures Cadbury Biscuits under license from Cadbury UK Ltd including Cadbury Fingers, Cadbury Animals and Cadbury Digestives.

Burton’s Foods

www.burtonsfoods.com

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