Border launches fruit shortbread

Border launches fruit shortbread

Border Biscuits has launched a real fruit shortbread range.

The line consists of three varieties: glacé cherry, cranberry and orange and strawberry.

The company has also recently introduced larger 300g sharing packs that include strawberry and cream shortbread, toffee apple crumbles, butterscotch crunch and milk chocolate viennese.

The products are being distributed into wholesale and retail channels, the company said.

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Border Biscuits launches Real Fruit Shortbread Border Biscuits, manufacturer of the UK's 'legendary' Dark Chocolate Ginger, is expanding its biscuit portfolio with the launch of a Real Fruit Shortbread range.

Three flavour combinations - Glacé Cherry, Cranberry and Orange and Strawberry - provide a contemporary twist on traditional shortbread with real fruit pieces blended into shortbread fingers and contained in 165g packs.

Louise Creevy, national account manager, Border Biscuits, said: "Shortbread is often attributed to Mary Queen of Scots who in the mid 16th Century was said to be fond of a Petticoat Tail. We've taken what is a traditional recipe and given it a contemporary twist.

"Our Strawberry & Cream shortbread which contains real strawberry pieces and features in our ‘Deliciously Different' range had proved a hit with consumers. It's only outsold by our Dark Chocolate Gingers. We've taken the essence of that to develop our Real Fruit Shortbread range in shortbread fingers."

The company has also recently introduced larger 300g Sharing Packs which include Strawberry and Cream Shortbread, Toffee Apple Crumbles, Butterscotch Crunch and Milk Chocolate Viennese. Louise Creevy added: "It's been a good start to the year at Border Biscuits. According to recent Kantar Worldpanel* figures, Border Biscuits' Dark Chocolate Ginger sales in the ‘take home grocery' category have increased year on year by 24.7%, bucking the overall trend of decline in this sector. This makes Dark Chocolate Gingers the fastest growing product within the top ten Special Treat biscuits and we are also seeing a 70% growth in sales through the multiples, wholesalers and independent retailers."

The Real Fruit Shortbread range is currently being sold into retailers and wholesalers, Sharing Packs are available in Morrisons and in wholesale channels. *Kantar Worldpanel 52 w/e 30th September 2012


Original source: Border Biscuits