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Brand inovation: Cadbury’s biscuits
The need:Burton’s Foods manufactures and markets Cadbury’s biscuits in the UK, under license from the confectionery producer. The UK biscuit market is highly competitive and is marked by increasingly indulgent offers. Burton’s Foods was keen to develop a biscuit offer from Cadbury with a more indulgent promise than its usual ‘everyday treat’ positioning.
The concept was called Extremely Cadbury and was designed to sit alongside the likes of Bahlsen Leibniz, Green & Black’s, McVitie’s Moments, Sainsbury’s Taste the Difference and Tesco’s Finest.
Our work:Brand Catalyst worked with the Burton’s Foods’ product development and marketing teams. The scope of work included an assessment of competitor offers, development of 8 new biscuits to be included in the range, naming and language development and consumer research. The Brand Catalyst team was led by Peter Shaw who has over ten years experience of running Cadbury confectionery innovation projects
The result: The Extremely Cadbury range researched positively and was launched in September 2008. Extremely Cadbury is now an important part of the Burton’s Foods portfolio.
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