Burton’s Biscuit Company is hoping to broaden the appeal of one of the UK’s family biscuit brands with the launch of Cadbury Mini Animals Dinosaurs.
The latest addition to the £8m Cadbury Animals range features a multi-pack of 6 x 22g mini bags, in outers of eight, with an MRSP of £1.69.
David Costello, category and activation controller, Burton’s Biscuit Company, said: “The launch comes at a time when children’s mini-size biscuits are growing at 7.1%, more than twice the rate of the total biscuit market.
“We know that people love the unique taste and characteristics of Cadbury Animals.
“Cadbury mini Animals Dinosaurs provide an opportunity to extend the usage occasion to teatime and appeal to a broader age range.”
The new range is targeted at a variety of eating occasions, including lunchbox, on the go and as an in the home treat for mums and children.
Cadbury Mini Animals Dinosaurs will be backed by consumer PR, sampling and in-store POS and merchandising, including a Tyrannosaurus Rex and Triceratops on tour during September!
The Cadbury Animals range featured in a major re-launch last year – a move which included new pack designs, a new logo and new animal characters – all designed to feed the imagination.