Burton’s Biscuit Co. Will Launch Two More Cadbury Products in the U.S.

Burton’s Biscuits will add two products to its Cadbury portfolio in the U.S.: WISPA Biscuits and snack pack Mini-Fingers.

 “We are delighted to report the success of the Cadbury Fingers and Crème Egg Cookie products, and we are eagerly anticipating the launch of Cadbury WISPA Biscuits in the U.S.,” says Stephen Carson, international business development director at Burton’s Biscuit Company. “The numbers for the last year of both products in the U.S. market and the excitement behind WISPA Biscuits proves that these U.K. favorites can be enjoyed by consumers world-wide.”

Produced in the U.K., Cadbury Fingers are crunchy shortcake biscuit fingers smothered in a layer of Cadbury’s famous milk chocolate. The Cadbury Fingers product range includes Milk Chocolate, Dark Chocolate and Salted Peanut Crunch varieties. The extended range of Cadbury Fingers debuted on U.S. retails shelves in September 2015. Cadbury reports a 77 percent growth in value sales year over year and a 28 percentage point increase in distribution for Cadbury Fingers in the last year in the U.S. Cadbury Fingers can be found at Walmart, Target, Safeway, Albertsons, Publix, Shoprite, Harris Tetter, Wegmans and most other leading retailers. Mini-Fingers, a 2.1-ounce to-go version of Cadbury Fingers, are scheduled to hit retail shelves in fall 2016 and offer consumers an on-the-go snack pack option.

The limited edition Crème Egg Cookie, also produced in the U.K., is a Cadbury product line designed for the holidays. The Crème Egg Cookie is a delicious combination of a shortbread biscuit base and gooey Crème Egg filling coated with Cadbury’s milk chocolate. At the 2015 Sweets & Snacks Expo, the Crème Egg Cookie was awarded runner-up in the New Product Award category. Results show a four-fold increase in value sales year over year for Crème Egg Cookies and 25 percentage point increase in distribution. In 2017, consumers can expect the Crème Egg Cookie packages cookie count to increase from a six to eight with no change to the product price. Cadbury Crème Cookies can be found at most major retailers during the selling window of Jan. 1 through Easter.

The WISPA Biscuit is the cookie version of the WISPA candy bars, which are shortbread biscuits filled with aerated milk chocolate and coated in a thick velvety chocolate. Across the pond, the WISPA Biscuit has taken home a number of awards including a gold in the Cakes and Biscuits category for The Grocer New Products Awards. Judges commended the brand for mastering the technical challenge of creating an aerated chocolate that exceeded their expectations.

WISPA Biscuits will be available at most leading U.S. retailers in July. WISPA Biscuits are also produced in the U.K.