Burton’s Biscuit Company is set to re-launch its £9.6m Cadbury Animals brand with new pack designs, an improved biscuit recipe and its biggest ever on-pack promotion with Chessington World of Adventures Resort.

The new packs, rolling out from early May across Cadbury Animals and Cadbury Dinos, will feature updated artwork on inner packs, cases and shelf-ready packaging, an improved biscuit recipe featuring a stronger chocolate flavour and lighter textured biscuit, as well as new biscuit character shapes.

The brand is also teaming up with Chessington World of Adventures Resort with an on-site experiential campaign and on-pack promotion set to run on six-packs of Cadbury Animals.

In addition to being able to claim a ‘Kids Go Free’ voucher on-pack until October, shoppers will be able to enter into a prize draw online (until September) for the chance to win a VIP Family Adventure with an overnight stay at the Chessington Resort.

A playbook will also be available for download via the newly launched Cadbury Animals website featuring games, jokes and facts.

“This is an exciting time for Cadbury Animals, and the first time in 10 years that the brand has undergone a re-launch of this size and scale,” said Mandy Bobrowski, UK & Ireland marketing director at Burton’s Biscuit Company.

“Our partnership with Chessington World of Adventures Resort is our biggest ever on-pack promotion for Cadbury Animals, running across five million packs, while the partnership also marks our first foray into digital communications for the brand.

“The combination of great-tasting biscuit and distinct characters loved by both parents and children is what sets Cadbury Animals apart from other kid’s minis on the market, and we look forward to working with retailers to drive growth of Cadbury Animals in-store.”

The campaign will also be supported by digital activity through Chessington’s new mobile app and social media channels.

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