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.

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