Burton’s Foods is repositioning its Viscount chocolate biscuit brand as a posh adult snack and launching a mini-version in an attempt to move it away from children’s lunchboxes.
Viscount Minis will hit the shelves in May and will include a new praline variant along with the original mint and orange flavours. The tubs will have an rsp of £1.49 and are being positioned as a super-indulgent product.
Viscount has until now been positioned as an everyday lunchbox snack for kids, but this was not how consumers were purchasing it, said customer
marketing director Helen Tomlinson. New packaging aimed at adults is also being introduced next month.
Burton’s is behind increased new product development in the next few months. It includes four new Cadbury half coated biscuits early next month, half coated chocolate shortcake, Rich Tea, chocolate rings and a Bournville dark chocolate digestive biscuit.
In April, the company is relaunching its half coated fruit digestive biscuit as Oat and Fruit following strong growth in the oat snacks market.
In addition, its Maryland cookies brand is being made in a limited edition Strawberries and White Chocolate variant, which will be in stores from May until August.
Burton’s hopes to tap into the growing snacks market with Fruvo, a high fruit content snack bar range available in Physical Energy, Mental Energy, Prebiotic Boost and Immune Boost types.
Stefan Chomka