The Burton’s Biscuit Company is targeting the special occasions market with a relaunch of its Cadbury biscuit range. This includes a new pack design across the five-strong range (Cadbury Caramel, Crunchie, Dairy Milk, Bournville and Turkish). The relaunch is backed by a £600,000 advertising and PR campaign.
The special occasions range is currently valued at £56m and is outperforming the biscuit category with year-on-year growth of 15% (IRI data). The relaunch will be backed by a range of point-of-sale material. The biscuits have a recommended retail price of £1.79, but will be available for a limited time at £1.39.