Burton’s Biscuit Company is introducing one of the UK’s confectionery lines to the sweet biscuit aisle with the launch of Cadbury Creme Egg Biscuits.
Available as a limited edition from the beginning of January 2014 until the end of Easter, Cadbury Creme Egg Biscuits will join Burton’s £10 million Cadbury Special Occasions Biscuits range which comprises Cadbury Dairy Milk, Crunchie, Caramel, Bournville and Turkish Biscuits.
Stuart Wilson, Chief Marketing Officer, Burton’s Biscuit Company said:
“Cadbury Special Occasions Biscuits introduce some of the UK’s best-selling confectionery lines to new consumers via biscuits.
“Cadbury Creme Egg is a national institution, with over 100 million eaten every year in the UK, and will be a beacon brand on the biscuit aisle.
“This is the latest example of Burton’s focusing on genuine category-boosting innovation, building on a highly successful track record of launching major confectionery brands into biscuits.
“We expect demand to be extremely high for a limited edition product that will introduce a sensational new eating experience to sweet biscuits.”
Cadbury Creme Egg Biscuits (106g) will be presented in outers of 12, with an rrp of £1.79.
The brand will be backed by in-store point of sale material, including gondola ends and shelf barkers.
Launched in 2010, initially with three variants, the £10 million Cadbury Special Occasions Biscuits range which Cadbury Creme Egg joins was the fastest-selling NPD launch ever in the UK’s £2 billion biscuit category.
Consumer demand for the range remains high, with growth of flagship Cadbury Dairy Milk Biscuits up 35%.