A clash of the biscuit titans is expected as Burton’s Foods takes on McVitie’s jaffa cakes with a Cadbury-branded milk chocolate version.
Developed under licence from Cadbury, Burton’s Foods is hoping its milk chocolate-coated jaffa cakes will steal share from McVitie’s market-leading brand.
Paul Kitchener, chief executive at Burton’s Foods, said Cadbury’s chocolate credentials would create a real point of difference and generate renewed interest in the market.
“At the moment, if you want to buy a jaffa cake you can only buy a plain chocolate one. I think the extra choice of a Cadbury milk chocolate jaffa cake will add to the market
and bring people in who don’t necessarily like plain chocolate,” he said.
Kitchener said the new variety would offer a real challenge to McVitie’s dominance in the biscuit aisle. “I don’t think it will overtake McVitie’s on day one, but I like to think it will become as big as McVitie’s jaffa cakes over time.
“We will exploit the Cadbury brand name as much as we can do. It’s a fantastic brand.”
The product, which will hit shelves this month with an rsp of 75p for a pack of 12, is just one of a number of scheduled new launches under the Cadbury licence by Burton’s Foods over the next couple of months.
The next new product is due for a September release.
McVitie’s Jaffa Cakes is the fourth biggest biscuit brand in the UK, worth £43.4m [ACNielsen The Grocer Top Products Survey, December 2004].
The brand has been innovating the product in recent months, adding a Berry Blast variant in April in its first move away from its orange heritage in 60 years.A delivery driver with a cargo of Orangina takes a bumpy route to his Mediterranean destination, ensuring that the bottles are suitably shaken when he hands them over on arrival, in the brand’s latest TV ad illustrating its new message - ‘Shake it to wake it’.
The £2.5m campaign running throughout the summer, which also includes six-sheet posters, re-emphasises the drink as a Mediterranean experience and will remind consumers about the sparkling drink’s high content of orange pieces.
Stefan Chomka
Developed under licence from Cadbury, Burton’s Foods is hoping its milk chocolate-coated jaffa cakes will steal share from McVitie’s market-leading brand.
Paul Kitchener, chief executive at Burton’s Foods, said Cadbury’s chocolate credentials would create a real point of difference and generate renewed interest in the market.
“At the moment, if you want to buy a jaffa cake you can only buy a plain chocolate one. I think the extra choice of a Cadbury milk chocolate jaffa cake will add to the market
and bring people in who don’t necessarily like plain chocolate,” he said.
Kitchener said the new variety would offer a real challenge to McVitie’s dominance in the biscuit aisle. “I don’t think it will overtake McVitie’s on day one, but I like to think it will become as big as McVitie’s jaffa cakes over time.
“We will exploit the Cadbury brand name as much as we can do. It’s a fantastic brand.”
The product, which will hit shelves this month with an rsp of 75p for a pack of 12, is just one of a number of scheduled new launches under the Cadbury licence by Burton’s Foods over the next couple of months.
The next new product is due for a September release.
McVitie’s Jaffa Cakes is the fourth biggest biscuit brand in the UK, worth £43.4m [ACNielsen The Grocer Top Products Survey, December 2004].
The brand has been innovating the product in recent months, adding a Berry Blast variant in April in its first move away from its orange heritage in 60 years.A delivery driver with a cargo of Orangina takes a bumpy route to his Mediterranean destination, ensuring that the bottles are suitably shaken when he hands them over on arrival, in the brand’s latest TV ad illustrating its new message - ‘Shake it to wake it’.
The £2.5m campaign running throughout the summer, which also includes six-sheet posters, re-emphasises the drink as a Mediterranean experience and will remind consumers about the sparkling drink’s high content of orange pieces.
Stefan Chomka
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