Cadbury is making its first foray into better-for-you biscuits through its licensing agreement with Burton’s Foods.
The move is also Burton’s first crack at the sector and follows a two-year development programme.
Burton’s also plans to extend its presence in the burgeoning category against the likes of Fox’s Officially Low Fat and McVitie’s Go ahead! ranges early next year with the launch of a completely new better-for-you brand, the details of which have still to be confirmed.
Innovation manager Julia Monoyioudis said the first phase of its new assault - a range of mallows and biscuits under Cadbury’s Highlights hot chocolate drink banner - would
tap into a key market of 25 to 45-year-old women who like to watch their weight but are reluctant to give up daily treats all together.
Packs, rolling out to all the multiples, except Sainsbury, from the new year will feature the familiar purple Cadbury branding and logo, as well as a triangular flash promising consumers that each mallow or wafer contains less than 100 calories and 3g of fat. However, the sugar content for both remains high at 51.3g per 100g.
Sold in packs of six wafers or 10 mallows, rsp for each offering will be £1.29. Flavours will include caramel, orange and raspberry.
A £3m above and below the line round of marketing support, including outdoor posters and ads in women’s weeklies, is scheduled to kick off in February, allowing the newcomer time to get onto shelves, while a rollout to the independent trade has been pencilled in for the last quarter of 2005.
Monoyioudis said the brand aimed to offer consumers a better-for-you option that delivered on taste.
Love it or hate it brand Marmite is heading back to TV screens in a £1.5m new year campaign. A new 30-second ad gets its first screening on December 27 and is set to remind viewers that it’s the spread that divides a nation. The ad is in horror film-style and features a giant ball of Marmite chasing people down the street.
Simon Mowbray
The move is also Burton’s first crack at the sector and follows a two-year development programme.
Burton’s also plans to extend its presence in the burgeoning category against the likes of Fox’s Officially Low Fat and McVitie’s Go ahead! ranges early next year with the launch of a completely new better-for-you brand, the details of which have still to be confirmed.
Innovation manager Julia Monoyioudis said the first phase of its new assault - a range of mallows and biscuits under Cadbury’s Highlights hot chocolate drink banner - would
tap into a key market of 25 to 45-year-old women who like to watch their weight but are reluctant to give up daily treats all together.
Packs, rolling out to all the multiples, except Sainsbury, from the new year will feature the familiar purple Cadbury branding and logo, as well as a triangular flash promising consumers that each mallow or wafer contains less than 100 calories and 3g of fat. However, the sugar content for both remains high at 51.3g per 100g.
Sold in packs of six wafers or 10 mallows, rsp for each offering will be £1.29. Flavours will include caramel, orange and raspberry.
A £3m above and below the line round of marketing support, including outdoor posters and ads in women’s weeklies, is scheduled to kick off in February, allowing the newcomer time to get onto shelves, while a rollout to the independent trade has been pencilled in for the last quarter of 2005.
Monoyioudis said the brand aimed to offer consumers a better-for-you option that delivered on taste.
Love it or hate it brand Marmite is heading back to TV screens in a £1.5m new year campaign. A new 30-second ad gets its first screening on December 27 and is set to remind viewers that it’s the spread that divides a nation. The ad is in horror film-style and features a giant ball of Marmite chasing people down the street.
Simon Mowbray
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