Burton’s Foods, the UK firm behind Wagon Wheels and Jammie Dodgers, is to expand its stable of Cadbury biscuits, which it produces for the UK confectioner under licence.
The company said today (29 March) that it will take three of Cadbury’s “best-loved” brands into the biscuit category, with the launch of Cadbury Caramel, Cadbury Crunchie and Cadbury Turkish biscuits.
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Burton’s marketing director Jaspal Chada said the launches were the “first of many”.
“The launch of Cadbury Crunchie, Caramel and Turkish Biscuits will transform what is otherwise a rather staid chocolate biscuits market into a destination aisle,” Chada added.
Burton’s also announced the creation of the role of chief commercial officer at the business. Former Kraft Foods executive Steve Newiss will fill the position with immediate effect.
A spokesperson for Burton’s said the investment in the Cadbury biscuit range and the appointment of Newiss signalled “an exciting time” at the company.
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