Prize for ‘re-energised’ biscuits
Burton’s Biscuit Company, a major player in the UK biscuit market, has won a national IGD Award for its outstanding achievement in using consumer insights to develop an innovative business solution.
The accolade was awarded for Burton’s creative modernisation of its iconic Cadbury Fingers brand, by developing the more indulgent extension with the Cadbury Fabulous Fingers, which has grown to be a £7.1m brand (annual sales).
The creation of Cadbury Fabulous Fingers is part of the company’s focus on investing and extending its stable of iconic British biscuits.
Stuart Wilson, chief marketing officer, Burton’s Biscuit Company, said: “This Award is reflective of Burton’s commitment to delighting consumers by bringing new and innovative products to market quicker than anyone else in the sector. Continued and significant investment in R&D will see Burton’s continue to lead from the front, driving value through our Power Brands and transforming the biscuit aisle.”
The product was launched in September 2011 in response to consumer research showing that chocolate biscuit lovers did not find the classic Cadbury Fingers’ single layer satisfying enough. The new product contains more chocolate than standard and has delivered a significant increase in sales, without alienating Cadbury Fingers’ loyal fanbase.
Ed Culf, marketing director at General Mills, sponsors of the Award, said: “We had another year of high quality entries, and it was a very close contest between the finalists.
“Burton’s Biscuit Company won because of the effective way it used consumer insight, taking a brand that’s been the same since 1951 and creatively modernising it. They were also quick to take it from the development stage to the products hitting supermarket shelves.
“The new Cadbury Fabulous Fingers range has re-energised the brand, appealing to new customers and boosting sales without disaffecting its core consumers.”
Commenting on the IGD Industry Awards, Joanne Denney-Finch, IGD chief executive, said: “We were overwhelmed with the calibre of entries and winners this year. It’s great to recognise and share in the successes of people in our industry. The IGD Industry Awards recognise the best-in-class and demonstrate some of the most exciting new thinking and developments in our sector.
“This year we’ve seen small and large companies across the food supply chain giving consumers what they want and delivering for them on the things that matter – like making great strides in efficiency, sustainability and service.
“We congratulate all of the nominees and winners of the 2013 IGD Awards and wish them every success in the future. Let’s celebrate the companies and individuals that are leading the way in our sector.”
The winners of the IGD Industry Awards were picked by some of the industry’s top personnel, including representatives from IGD, Diageo, Fairtrade Foundation, and Marks and Spencer.
