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.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here