Cadbury biscuit range relaunches

Burton’s Biscuit Company is set to accelerate the growth of the out of home biscuit occasion with the relaunch of the Cadbury Special Occasions range in a new, contemporary portion pack format.

Available from March 2016, the new range will see Burton’s Cadbury Dairy Milk, Cadbury Crunchie and Cadbury Wispa biscuits move to four snack packs of two biscuits per portion, replacing the current tray format.

The company has invested in new technology to flow wrap and carton the new pack format for the £8.8m range.

“Demand for biscuits that can be eaten out of home, or on the move, is rising sharply,” says David Costello, head of category and shopper management at Burton’s Biscuit Company.

“Introducing Cadbury Special Occasions in an on-the-go portion pack format will enable people to enjoy some of Britain’s best-loved biscuit brands in a highly convenient format.

“The portion packs performed well in consumer research, with shoppers identifying the benefits of improved portion control and the opportunity to enjoy these household favourites when and where they choose,” he concludes.