The new biscuit launch will come in two variants - Cadbury Milk Chocolate Digestives and Cadbury Fruit Digestives with added fruit pieces - both in
400g rollpacks (rsp: 99p). Burton’s said it expected the Cadbury digestives to become a £6m brand within three years and is supporting the launch with a £1.5m micro-marketing programme including sampling and price promotions.
Senior brand manager Toby Barty said: “Cadbury chocolate is undoubtedly the nation’s favourite so the launch will help us bring back some excitement and appeal to the sector.”
The launch will be in direct competition with McVitie’s Chocolate Digestives (previously Homewheat) and comes just two weeks after Manor Bakeries announced it was using Cadbury branding on a range of muffins, flapjacks and brownies to take on United Biscuits, which makes the same impulse products under Masterfoods’ confectionery brands, such as Snickers, Galaxy and M& M’s.
McVitie’s Chocolate Digestives has had a dip in sales (The Grocer’s Top Products Survey, December 13, 2003). However, McVitie’s brand director Sarah Heynen said its current £7.5m ad campaign and bespoke radio ads supporting the new ‘best ever’ McVitie’s Chocolate Digestives would prove effective.