Burton’s Foods in £4m launch of miniature chocolate digestives

Burton’s Foods, manufacturer of Wagon Wheels and Jammie Dodgers, is to launch a miniature biscuit product in September, backed by a &£4m marketing spend.

The product, called Mighty Minis, consists of small chocolate-covered digestive biscuits and will be sold as a bagged snack. Mighty Minis is being launched to rival McVitie’s Munchbities, which were launched in March backed by a &£2m marketing spend.

Burton’s lead advertising agency is Saatchi & Saatchi, but the company recently handed Warl Change Behaviour the task of relaunching its Cadbury Jestives chocolate biscuit brand through a press campaign. It is unclear which agency will handle the Mighty Minis business. Burton’s media buying is handled by BBJ.

This year has been an active one for Burton’s Foods, which is owned by investment company Hicks, Muse Tate & Furst. The company has relaunched its 54-year-old Wagon Wheels brand, backed by new advertising and packaging. It also took the brand into sponsorship for the first time, agreeing a &£600,000 deal with Granada to sponsor ITV1’s On the Ball (MW August 1).

Burton’s linked up its Maryland Cookies brand with Sun-Pat Peanut Butter, by introducing a dual-branded product, Sun-Pat Maryland Cookies, earlier this year.

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