Burton's Foods is to take on McVitie's in the bagged biscuits arena with the launch of a Cadbury's branded product called Mighty Minis.
McVitie's launched Munchbites, mini chocolate-covered versions of Digestives or HobNobs, in March as part of a £10m brand shake-up.
Now Burton's is set to join the battle for snackers, backing its newcomer ­ chocolate-coated miniature versions of Cadbury's biscuits ­ with a £3m launch including TV ads, national posters and consumer magazine ads. An opportunity for consumers to win a BMW Mini Cooper One will follow next month's launch.
Rsp for the 75g bags will be 69p.