Cadbury to add digestive range

Cadbury is to challenge the dominance of the 100-year-old McVitie's Digestives brand with its own range of chocolate digestives.

Burtons Foods will launch Cadbury Milk and Cadbury Fruit Digestives this month, and claims it will create a £6m brand within three years.

The lines will be backed by an initial ad budget of £1.5m.

The company believes that the popularity of Cadbury chocolate will revitalise the everyday treat biscuit sector, which experienced a 2.4% decline in value in the year to June, according to Information Resources.

Burtons claims that market research shows that 75% of consumers are likely to purchase Cadbury Digestives, and 52% prefer them to their current chocolate digestive brand.

Each biscuit in the range is semi-coated in Cadbury chocolate. They will be sold in 400g packs, priced 99p.

McVitie's Digestives sales fell by 5.3% in the year to June 2003, according to Information Resources.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Learn from success

Recommended for you

subscribe now