FDBusiness.com

Burton’s Biscuit Company, a major player in the UK biscuit market, has won a national IGD Award for its outstanding achievement in using consumer insights to develop an innovative business solution. The accolade was awarded for Burton’s creative modernisation of its iconic Cadbury Fingers brand, by developing the more indulgent extension with the Cadbury Fabulous Fingers, which has grown to be a £7.1 million brand (annual sales).

The creation of Cadbury Fabulous Fingers is part of the company’s focus on investing and extending its stable of iconic British biscuits. As a result of this strategy of innovation and investmentBurton’s made the greatest contribution to the sweet biscuit category growth (value) of any manufacturer over the last 12 months.

Stuart Wilson, chief marketing officer of Burton’s Biscuit Company, says: “This award is reflective ofBurton’s commitment to delighting consumers by bringing new and innovative products to market quicker than anyone else in the sector. Continued and significant investment in R&D will see Burton’s continue to lead from the front, driving value through our Power Brands and transforming the biscuit aisle.”

The product was launched in September 2011 in response to consumer research showing that chocolate biscuit lovers did not find the classic Cadbury Fingers’ single layer satisfying enough. The new product contains more chocolate than standard and has delivered a significant increase in sales, without alienating Cadbury Fingers’ loyal fan-base.

Ed Culf, marketing director at General Mills, sponsors of the award, says: “Burton’s Biscuit Company won because of the effective way it used consumer insight, taking a brand that’s been the same since 1951 and creatively modernising it. They were also quick to take it from the development stage to the products hitting supermarket shelves. The new Cadbury Fabulous Fingers range has re-energised the brand, appealing to new customers and boosting sales without disaffecting its core consumers.”