Cadbury Caramel, Crunchie and Turkish Delight are the first to make the transition in the NPD drive, with a "score of new Cadbury biscuit initiatives" still to come, according to Burton's, which makes the biscuits under licence.
"In confectionery, Cadbury has about a 30% share and we're looking to have a commensurate share of chocolate biscuits," said Burton's marketing director Jaspal Chada.
"Currently, we have a 10% share of the £1bn chocolate biscuit category, but I believe we can achieve sales of about £300m in the longer term. The Cadbury brand represents a massive opportunity for growth in chocolate biscuits."
The 'invest to grow' strategy was made possible after debt restructuring last October, when the group was bought out by lenders CIBC and Apollo Global Management. A new investment pot meant Burton's could go "further and faster", chief executive Ben Clarke said.
Sainsbury's and Tesco has stocked the new lines for the past two weeks, already clocking up combined sales of £2m, Chada said, giving the group every confidence it would meet Burton's forecast of £20m sales in the first year.
All three biscuits (rsp: £1.59) come in 130g packs and are covered in Cadbury milk chocolate. Crunchie Biscuits contain a melting honeycomb cream sprinkled with Crunchie pieces on a biscuit layer. The others contain caramel and Turkish Delight on a biscuit base.
The biscuit category had been characterised by low levels of investment and innovation, Chada said. "This is the biggest biscuit launch for 10 years and is consistent with our strategy of fewer, better, bigger. We are focusing on fewer brands than historically, but with a much bigger investment."
The launch will be supported by a £2.5m advertising campaign from 10 May.