Sweets & Snacks Expo 2016

Burton's bringing Cadbury Mini Fingers and Wispa biscuits to the US

Premium cookie market is growing fast even though the overall cookie market remains stagnant in the US.

UK firm Burton’s Biscuit Company is expanding its US line-up with two more Cadbury products manufactured under licence from Mondelēz International.

The business, which describes itself as the second largest cookie manufacturer in the UK, will be bringing its Cadbury Mini Fingers and Wispa Biscuits to the American market from next month.

Burton’s operates three production plants in the UK and also manufactures Maryland Cookies, which is the number one chocolate cookie brand in the UK, according to Burton's international business development director Stephen Carson.

New products to boost US distribution

Sales of Burton's Cadbury biscuit range have grown 77% year-on-year since Cadbury Fingers debuted in the US last September, Carson told ConfectioneryNews at the Sweets & Snacks Expo in Chicago last week.

Cadbury Fingers are available in milk chocolate, dark chocolate and salted peanut varieties. Mini Fingers will retail between $1 and $1.49 for a 2.1-ounce pack.

The strong momentum of Cadbury Fingers made it “natural” for Burton’s to introduce Mini fingers to the US, Carson added. The mini format is also expected to help Cadbury extend distribution from national grocery chains to convenience stores and other channels.

Filled with aerated chocolate

Cadbury Wispa Biscuits, which will retail between $2.99 and $3.49, are shortbread biscuits filled with aerated chocolate.

“There is no such product in the US market, and we’ll bring innovation to the cookie category," said Carson, adding that premium cookies were in growth although the overall US cookie market was stagnant.

Cadbury Crème Egg biscuits had performed well after launching in the US this Easter, Carson added.

“Consumers are excited about the cookie line behind Cadbury,” he said. “It’s a significant business opportunity for us to launch Wispa Biscuits in the US.”

Positive feedback at expo

Several US retailers had given positive feedback on Cadbury Mini Fingers and Wispa Biscuits during the Sweets & Snacks Expo, according to Carson.

He added that he believes the next big trend in the cookie market will be double-chocolate enrobed biscuits.

“It’s in our pipeline, and it’s not too far away from entering the US," he said.

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