Burton’s Biscuit Co is taking Cadbury Fingers into the burgeoning market for sweet and savoury products.
The supplier is this month rolling out packs of Cadbury Fingers in Salted Caramel Crunch and Salted Peanut Crunch flavours (rsp: £1.89) as it looks to tap demand for sweet and savoury blends (dubbed ‘swavoury’). The new lines are pitched as “an indulgent, sophisticated treat” and have a more premium pack design than standard Fingers.
Combining sweet and savoury flavours has driven growth in other snacking categories, with ‘swavoury’ popcorn generating incremental sales of 15% in the total popcorn category, according to Kantar data [52 w/e 17 August 2014].
Describing the launch as “category-boosting”, Burton’s will be supporting the products with a £1m marketing push over the coming months.
“Targeted specifically at adults who are keen to try intriguing new flavour combinations, the ‘swavoury’ Fingers will provide a strong premium offering that will add value by encouraging shoppers to trade up,” said Burton’s customer category management head David Costello.
Salt and sweet flavours have been a mainstay of the popcorn market and premium confectionery in recent years, and the combination is becoming increasingly mainstream.
Mondelez last year launched a Cadbury Dairy Milk countline with savoury Ritz biscuits, Unilever has created a Magnum featuring ice cream with a sea salt caramel swirl, and Mars last month launched Galaxy Salted Caramel.
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