Affordable treats are more important than ever as customers continue to face challenges balancing the household books – which makes cakes and biscuits a key category.
There may be some positive signs of light at the end of the cost-of-living tunnel but many customers are still facing a weekly battle to manage their household budgets. Which is why small, affordable treats like cakes and biscuits can play an important role in helping add a little joy to the day for your customers.
“Despite challenging circumstances, shoppers still want to treat themselves, and the sweet biscuits segment is no different, remaining the largest segment of the biscuits category and growing in value and volume [Nielsen, Nov 2023],” says Susan Nash, Trade Communications Manager at Mondelez International. “Our own research shows that, even in trying times, as they view their favourite snacks as affordable and necessary indulgences. Biscuits were purchased by more than 28 million households in 2023 [Nielsen, Nov 2023]” and the category is truly embedded into our heritage and culture, with moments like elevenses, afternoon tea and dunking truly a part of our everyday lives.”
In recent years, health and wellbeing have also played an ever more important role for many consumers – and to help retailers meet the demand for affordable, healthier treats, Mondelez has introduced non-HFSS Cadbury Brunch Light.
This follows the success of Cadbury Brunch Oats, which is the most popular snack in the Cadbury Biscuit range and Cadbury Brunch Chocolate Chip, which is now the number 1 SKU within healthier biscuits [NielsenIQ, Mar 2024].
“The new bars aim to cater to the shopper demand for great-tasting, healthier innovation at an affordable price from brands they know and trust,” says Nash.
Each bar in the Cadbury Brunch Light range contains fewer than 100 calories and the new range is all set to help drive penetration by attracting incremental shoppers to the category.
Also helping retailers cater for affordable treat seekers, Fox’s Burton’s Companies (FBC UK) introduced a new price-marked pack (PMP) White Choc Chip Cookie to its Maryland range last month.
White chocolate is a strong-performing flavour and, coupled with a new PMP, this launch will meet a clear consumer demand that the nation’s number one cookie brand can help retailers tap into.
Colin Taylor, Trade Marketing Director at FBC UK, comments: “Maryland is a brand that everyone knows and loves, and we wanted to innovate to offer shoppers a twist on their favourite cookie.”
The Maryland White Choc Chip PMP is available with an RSP of £1.29 for a 200g pack with 20 cookies.
