Mighty Minis are small chocolate-covered versions of existing Cadbury's biscuits. They come in five varieties: Orange Biscuit Segments, Chocohoops, ChocaCookies, Animals and Jestives.
The product has been launched to rival McVitie's in the bagged biscuits segment of the market. In March, McVitie's launched Munchbites, mini chocolate-covered versions of HobNobs and Digestives, backed by a £2m spend.
Mighty Minis went on sale last month and the first work for the brand will break in 2003. Burton's Foods general manager of marketing Andy Valentine said the brand will target 20- to 30-year-olds, as opposed to mothers with children. The ads will use the strapline 'the chocolate snack you won't want to share'.
The new brief means incremental work for Burton's lead agency, Saatchi & Saatchi, which already handles the creative work for Cadbury Fingers, Wagon Wheels, Maryland Cookies and Jammie Dodgers.
Valentine said: "Saatchi & Saatchi understands the power of strong ideas and how to launch brands in our very competitive marketplace."
All of Burton's Biscuits media planning and buying is handled by BBJ Media.
The company merged with Horizon Biscuits in November 2000, after Horizon's owner Hicks, Muse, Tate & Furst acquired it from Associated British Foods for £130m.
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