Launching in early May, the company said its new recipe for the Cadbury Animals and Cadbury Dinos ranges features a stronger chocolate flavour and a lighter textured biscuit. Packs will also feature new animal shapes.
The Cadbury Animals will be available in 132g gram core packs, 154g and 220g multi packs, 110g £1 price-marked cartons and 125g pouches. Meanwhile, the Cadbury Dinos will be available in a 132g core pack. All will feature updated artwork.
The launch is being supported with promotional material including a downloadable children’s book on the newly-launched Cadbury Animals website. A collaboration with London’s Chessington World of Adventures
Resort will also offer Kids go Free vouchers on the 132g Animals and Dinos packs, and the chance to win a VIP trip and overnight stay.
Mandy Bobrowski, UK & Ireland marketing director at Burton’s Biscuits, said: “This is an exciting time for Cadbury Animals, and the first time in 10 years that the brand has undergone a relaunch of this size and scale.
“Our partnership with Chessington World of Adventures Resort is our biggest ever on-pack promotion for Cadbury Animals, running across 5m packs, while the partnership also marks the first foray into digital communications for the brand.”
Burton’s Biscuits recently relaunched its premium Cadbury Cookies range.