A new range of indulgent Christmas biscuit assortments are getting Cadbury Signature branding to highlight their premium positioning.

Burton's Foods, which makes the products under licence, is launching a 400g tin of milk, dark or white chocolate-covered varieties under the brand, as well as a 300g carton of individually foil-wrapped Signature Thins biscuits.

The duo join Burton's seasonal Cadbury range, which includes 200g Collection cartons of Bournville shortcake rounds, milk chocolate shortbread or milk chocolate orange cookies and a ten variety tin.

According to the company, the novelty biscuits category grew by 55.6% sales this year. It claims its products - Mini Fingers in a vintage Cadbury van-shaped tin or a 600g carton and Santa's Festive Friends collection of giant biscuit tubes - accounted for 45.6% of this.

Marketing director Jaspal Chada said: "We believe this year's range will exceed consumers' expectations."

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