Burton’s Biscuit Co. has expanded its range of Cadbury biscuits, produced under licecse from Mondelez International, with the addition of a Wispa line.

“Wispa biscuits have started shipping as we speak,” chief marketing officer Stuart Wilson told just-food today (14 July).

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The new range will join the other Cadbury biscuit products manufactured by Burton’s, such as Dairy Milk, Crunchie and Caramel. The launch will be supported by a GBP250,000 (US$426,900) marketing push.

Wilson said the launch is part of Burton’s drive to expand sales of its core brands. “Cadbury is a very significant brand that is very important but actually we have seen a lot of activity on all our brands,” he said.

“Maryland has seen double digit growth, I would anticipate seeing more news coming out of there. Wagon Wheels… Jammie Dodgers… we will be proactive across all of those brands.”

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