Burton's Foods is encouraging consumers to ditch diets and tuck into new indulgent biscuits instead.
It has launched Fudge Brownie Maryland Cookies (rsp: 69p), as well as Banoffee Pie chocolate biscuits and new Choc Heaven chocolate fingers under its Cadbury licence (both £1.19). National account manager Gareth Banton said the new fingers differed from the original line because the biscuits were chocolate-flavoured as well as being covered in chocolate.
Choc Heaven fingers are set to get backing from advertising in women's magazines and on radio. "The activity aims to get women falling in love with Cadbury Fingers again," said Banton. "While the Banoffee Pie biscuits should introduce more excitement into the everyday treats sector."
Burton's has also brought out an orange version of Jammie Dodgers, which follows in the footsteps of previous Vimto and Vanilla Thriller flavours.
In addition, a new standard range of Jaffa Bars, Twin Wafer Bars and Water Biscuits is also coming out, while the Lyons brand is being relaunched with new packaging.
The company is price-marking packs for cash and carries and is offering much of its range on promotion. It plans to continue this for at least the next year.