Cadbury’s biscuit range is being relaunched in a bid to reinforce its position as a premium brand.
Burton’s Biscuit Company is rolling out the five-strong range at the end of March in new packaging.
It is the first makeover for the biscuits line-up since it was launched in spring 2010.
The updated range is being introduced with a series of £1 promotions during April and May and will also be supported by a £600,000 marketing push.
The value growth of the overall Cadbury biscuits brand has slowed from the 26.3% increase recorded in The Grocer’s 2010 Top Products Survey to 4.7% in the 2011 survey, which came out in December.