Burton’s Foods is throwing Cadbury Fingers into the crowded biscuit bar fixture in a bid to double sales and make it a £60m-a-year brand by 2007.
Cadbury Giant Fingers will start hitting shelves early next month with the aim of capturing a significant slice of the lunchbox market. The product, rolling out in Milk and Caramel variants, will be sold in eight-packs carrying an rsp of 99p, although a promotional price of 79p will back the launch. Each Giant Finger weighs in at 20g - four times the weight of the standard offering.
TV ads, building on the Fingers’ ‘thumb’ treatments, are scheduled to get a first airing at the start of April as part of a £4m support package, which will also include continued sponsorship of the Channel 5 Family Movie on Saturdays and a nationwide sampling campaign in major cities.
As part of a shake-up for the whole Fingers portfolio, all packs are also being given a new look in a bid to halt declining sales.
Although Fingers is a £31m proposition [Information Resources, 52 w/e October 4,2003], the brand suffered a 5.3% sales slump last year and only has a limited presence in children’s lunchboxes.
Cathy McGuinnis, group brand manager at Burton’s, said the company was confident that the new Giant variant would snap up a significant share of the £400m biscuit bar market which is currently headed by Nestlé’s KitKat.