Burton’s Biscuit Co. is to increase cookie capacity at its Blackpool manufacturing facility as part of its GBP13.5m (US$21.3m) investment plan for 2013.

The GBP2m project will increase capacity at the site by 700 tonnes a year, Burton’s revealed this morning (11 September).

The Wagon Wheels and Dodgers manufacturer said the facility would “drive innovation” in cookie production with the introduction of equipment to make filled cookies.

As part of the investment in the cookie line, Burton’s has launched Maryland Gooeys, which include a soft chocolate centre. The company has called the product “a new innovation for the biscuit industry”. The company has also developed a Cadbury cookie variant for French market that is nougatine-based.

Burton’s has been investing to expand the footprint of its “power brands” through new products and formats as well as increasing distribution and manufacturing capabilities.

The company’s efforts have resulted in market share gains domestically. Sales of its “power brands” have seen a compound annual growth rate of 9% since 2009. International sales CAGR stands at 7% last year as the group has also looked to expand in markets outside the UK. 

Burton’s was put on the block by private-equity owners Apollo Management and CIBC late last month. The company is expected to fetch in the region of GBP350m.