Relaunch for Cadbury Animals

Burton’s Biscuit Company has relaunched its £9.6 million Cadbury Animals brand with an improved biscuit recipe and new pack designs.

The company said the improved recipe for the Cadbury Animals and Dinos ranges features a stronger chocolate flavour and lighter textured biscuit, as well as new character shapes. Meanwhile, updated artwork appears on the inner packs, cases and shelf-ready packaging.

Its Cadbury Animals range is available in 132g, 154g and 220g multi packs, 110g impulse cartons and 125g pouches. The Dinos assortment is being sold in 132g multi packs.

The brand has also teamed up with Chessington World of Adventures Resort for its biggest on pack promotion, running across five million packs until October.

In addition to being able to claim a ‘Kids Go Free’ voucher, consumers 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 resort. A playbook is also available to download on the newly launched Cadbury Animals website.

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