Burton’s Biscuits, the St Albans-based manufacturer, has announced a packaging relaunch of its Cadbury Fingers line with 3 new SKUs.
Launching in March, the fingers will be available as a 52g pack of ten fingers with an RRP of £0.89, a 138g pack with an RRP of £1.55, and a 228g pack with an RRP of £2.49.
The packs are aimed at three different markets, with the 52g aimed at one to two person households, the 138g pitched as a “sharing pack” and the 228g designed for sharing by larger families.
The 52g and 228g packs will be available from supermarkets and convenience stores, while the 138g packs will only be available in supermarkets. The original 114g pack size will still be available, but only through impulse channels at convenience stores.
The company said the packaging of each of the new SKUs would be individually tailored, and that the release will be supported by a £2m marketing campaign, promoting Cadbury’s “Feel the Joy” message.
David Costello, head of category and shopper management at Burton’s Biscuits, said: “Research shows that consumers have high awareness and love for the Cadbury Fingers brand, however portion control is a growing priority for shoppers, with guilt regarding consumption being the current number one barrier to purchase.
“With the addition of these new packs for Cadbury Fingers, Burton’s is recognising the changing needs of consumers and, in turn, helping retailers drive incremental profits with different pack sizes to suit all households and a wide variety of consumption occasions.”