Cadbury Fingers

Burton’s Biscuit Company is adding three formats to its licensed Cadbury Fingers portfolio.

The trio, available from the end of this month, comprises a ‘treat’ pack aimed at small households (rsp: 89p/10 fingers) and a ‘large family pack’ (rsp: £2.49/44 fingers), while the existing 114g format will be replaced by a bigger 138g sharing pack containing 27 fingers (rsp: £1.55).

The new formats will showcase an updated look designed to clearly indicate consumption occasion, alongside a front-of-pack ‘Covered in Cadbury Dairy Milk’ flash, which will be introduced across the rest of the range during the next few months.

Launched in “recognition of changing consumer needs”, the formats would tap growing shopper concern about portion control, said David Costello, head of category & shopper management at Burton’s Biscuit Co, adding guilt regarding consumption was the current number one barrier to purchase.

Cadbury Fingers is being supported by a £2m marketing campaign launching later this year, but details were still under wraps, said Costello.