Burton’s Biscuits Company is boosting its Cadbury Special Occasions Biscuits range with the launch of new Cadbury Wispa biscuits.

With annual sales of £10 million, the range currently comprises Cadbury Dairy Milk, Cadbury Crunchie, Cadbury Caramel and Bournville biscuits.

“The Cadbury Wispa Biscuits’ launch will build on Burton’s highly successful track record of introducing some of the UK’s best-loved brands into the biscuit category,” says David Costello, Burton’s Biscuit Company’s head of customer category mManagement.

“The Cadbury Wispa brand has already been a major success across numerous new formats, including hot chocolate and chilled desserts. It will bring excitement and fun into the biscuit aisle, offering consumers a sumptuous eating experience.”

Merchandised in shelf-ready cases of 12, the 124g packs launch in stores nationwide at the end of July with an rrp of £1.79.

In addition to a £250,000 through the line campaign, the launch will be supported by heavyweight in-store activity, including a comprehensive range of POS and merchandising to attract shoppers.

The Cadbury Wispa Biscuits’ launch follows the success of this year’s limited-edition Cadbury Creme Egg Biscuits which the company claims generated £2.7 million worth of sales in just 16 weeks (January to April 2014, Nielsen MAT data).