Burton’s Biscuit Co is to re-launch its Wagon Wheels biscuit in Russia.
The UK-based firm told just-food today (31 January), that the launch of the brand is down to it focusing on “increasing its exposure to overseas markets”. Burton’s said it identified Russia as a “key expansion market” for Wagon Wheels.
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“Wagon Wheels first launched in Russia 18 years ago but exited the market in 1997, reflective of the economic conditions in the country at the time,” the spokesperson told just-food. “As part of an upweighted international growth plan, Burton’s Biscuit Co is planning a more progressive market strategy in Russia with increased distribution of the brand, initially in Moscow and St Petersburg.”
The UK biscuit manufacturer changed its trading name from Burton’s Foods to Burton’s Biscuit Co in November as part of its “progressive business strategy”.
