Mondelez International has introduced an on-the-go format for its children’s biscuit brand Barny to encourage impluse buys.
Available in 30g individually-wrapped packs, Barny is pricemarked at 40p for launch and comes in cases of 24. The brand is being supported by a £4m marketing investment in 2014, including TV advertising starting in July.
Head of biscuits Rick Lawrence said the new size was a natural move for the brand. “The 30g format aims to drive purchasing occasions, particularly within convenience and impulse, for mums looking to pick up a snack on the go. “We’ve been delighted with the success of Barny - it’s been one of the biggest biscuit launches in four years, and has already achieved more than £7m sales in less than 12 months,” he said.
The company says Barny is the number two children’s biscuit brand in the UK.