Burton’s Foods is to launch BrunchBreaks and Brunchbakes under its £12.3m Cadbury’s Brunch brand later this month.
The move follows consumers increasing migration to snacks they perceive as ‘healthier’ than traditional confectionery as awareness about diet and health are increased.
Burton’s own research showed that 30% of people in the UK enjoy snacking but “want better for you” products. The company says the “healthier biscuit” range has grown by almost 10% in the last 12 months to £380m.
The two products , which combine oats, nuts, fruit an seeds with Cadbury’s chocolate, will be promoted via targeted sampling and PR.
There is currently no above the line advertising planned for the new launches, perhaps as advertising such products as “healthier” can prove a minefield. Rival Kellogs was recently rapped by the Advertising Standards Authority (ASA) for a campaign that claimed its Nutri-Grain Soft Oaties range were healthy.