Burton’s Biscuits Company is adding a Wispa biscuit to its licensed Cadbury range.
Rolling out from the end of this month, the new line (rsp: £1.79) will join brands such as Cadbury Dairy Milk, Crunchie, Caramel and Bournville in the £10m biscuit range [Nielsen 52 w/e 26 April 2014].
It follows Wispa’s move into categories such as hot drinks and chilled desserts. “This launch will build on Burton’s track record of introducing some of the UK’s best-loved brands into the biscuit category,” said customer category management head David Costello.
Burton’s is backing Wispa with a £250,000 marketing push, PoS and in-store merchandising.
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