Burton’s Biscuit Company is reinforcing its support for the impulse channel by unveiling key changes to its price-marked range of Cadbury Fingers.

The changes include a reduction in case sizes to 12 (from 24) for both Cadbury Fingers (PMP £1.29) and Cadbury Fabulous Fingers (PMP £1.39) and a new pack design across the range to increase on-shelf stand out both in depot and in store.

The move coincides with the introduction of ‘Swavoury’ (sweet and savoury) Cadbury Fingers range. The new range consists of two flavours – Salted Caramel Crunch and Salted Peanut Crunch. Salted Caramel Crunch will also be available in a £1.29 PMP, in a case size of 12.

“The combination of smaller case sizes and case price alignment, along with great-tasting new variants, re-designed packaging and clearer price-marking on pack will make one of Britain’s best-loved biscuit brands even more accessible to impulse channel retailers and enable them to stock a wider range of Cadbury Fingers,” said David Costello, Burton’s Biscuit Company’s head of customer category management.

The new Cadbury Fingers ‘swavoury’ range will be supported by a £1m marketing programme, focused on driving awareness and trial.

“Targeted specifically at adults who we know are keen to try intriguing new flavour combinations, Cadbury Fingers Salted Caramel Crunch will provide a strong premium offering within our main Cadbury Fingers range,” added Costello.

“This exciting new product offers adults a more indulgent, sophisticated treat which is reflected in the more premium pack design. It’s ideally suited to an evening treat or simply for when people want to indulge and enjoy some unusual flavour combinations that work really well together. The competitive £1.29 price point, clearly flashed on pack, will also encourage trial.”

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