Burton’s Biscuits has introduced Cadbury Screme Egg biscuits to its Halloween range.
The mash-up biscuit product is covered in Cadbury Milk Chocolate, with a white and green fondant filling.
To launch the range, Burton’s has also partnered with film Hotel Transylvania 2 by running an on-pack promotion to win a holiday to Transylvania.
David Costello, head of customer category management at Burton’s, says: “Halloween is a hugely popular seasonal event, and biscuits have become an integral part of this annual celebration. Enjoyed by adults and children of all ages, Halloween is a great occasion for people to get together, eat treats, and have fun, which is why our Cadbury Halloween Biscuit range performs so strongly every year.”
The launch follows the success of its Easter Cadbury Creme Egg biscuit.
Also available in the Halloween range from Burton’s are its Cadbury Mini Animals Halloweenies, Cadbury Halloween Mini Fingers and Cadbury Trick or Treat biscuit assortment.
According to Nielsen data, sales of Halloween sweet biscuits in 2014 totalled £1.3m, with market-leading Burton’s accounting for 72.1% market share, up 14.7% year-on-year [week ending 1 November 14 – four weekly trended].