Burton’s unveils Cadbury Fingers changes

Box of Cadbury Fingers Salted Caramel Crunch

Burton’s Biscuit Company is reinforcing its support for the impulse channel by unveiling key changes to its Cadbury Fingers PMP range.

The changes include a reduction in case sizes to 12 (from 24) for both Cadbury Fingers (PMP £1.29) and Cadbury Fabulous Fingers (PMP £1.39) and a new pack design across the range to increase on-shelf stand out both in depot and in store.

The move coincides with the introduction of a ‘Swavoury’ (sweet and savoury) Cadbury Fingers range. The new range consists of two flavours – Salted Caramel Crunch and Salted Peanut Crunch. Salted Caramel Crunch will also be available in a new £1.29 PMP, in a case size of 12.

“The combination of smaller case sizes and case price alignment, along with great-tasting new variants, re-designed packaging and clearer price-marking on pack will make one of Britain’s best-loved biscuit brands even more accessible to impulse channel retailers and enable them to stock a wider range of Cadbury Fingers,” said David Costello, Burton’s Biscuit Company’s Head of Customer Category Management.

The combination of sweet and savoury has driven significant growth in many other snacking categories, and the new Cadbury Fingers ‘swavoury’ range will be supported by a £1 million marketing programme, focussed on driving both awareness and trial.

“This exciting new product offers adults a more indulgent, sophisticated treat which is reflected in the more premium pack design. It’s ideally suited to an evening treat or simply for when people want to indulge and enjoy some unusual flavour combinations that work really well together,” concluded Costello.