Special occasion biscuits
Burton’s Biscuit Company, is targeting the special occasion market with a relaunch of its Cadbury biscuit range.
Key elements include an eye catching, new pack design across the five strong range which comprises Cadbury Caramel, Crunchie, Dairy Milk, Bournville and Turkish biscuits. The relaunch is backed by a £600,000 (€722,600) advertising and PR campaign.
David Costello, category and activation controller of Burton’s Biscuit Company, says the relaunch is targeted at “the growing number of consumers eating biscuits as part of a special occasion”.
“People may be going out less due to the challenging economic times, but they are looking to enjoy themselves at home. This provides an opportunity for consumers to treat themselves by enjoying their favourite biscuits as part of a special occasion,” he says.
Burton’s Biscuit Company’s special occasions range is currently valued at £56 million (€67.4m) and is outperforming the biscuit category with YOY growth of 15%
The relaunch will be backed by a comprehensive range of in-store POS, including free standing merchandising units.
The biscuits will feature an rrp of £1.79 (€2.2) but will be available for a limited time at a £1 (€1.2) promotional price.
The biscuits will be available throughout the UK from April. The Crunchie, Caramel and Turkish biscuits are also sold outside the UK (mainly Europe and Canada). The relaunch outside the UK is planned for May/June.
