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August 11, 2021

UK’s Burton’s Biscuit Co. reboots foodservice operation

The Wagon Wheels maker has rebranded a product range as part of a concerted push into the foodservice channel.

The UK’s Burton’s Biscuit Co. has rebranded a product range as part of a concerted push into the foodservice channel.

The company, bought by Italian confectionery giant Ferrero in June, is rebranding its Bronte biscuits range, gained as part of its acquisition of Scotland-based shortbread maker Paterson Arran in 2019.

Burton’s, based in St Albans north of London and known for brands such as Maryland cookies, Jammie Dodgers and Wagon Wheels, has now established a dedicated foodservice division, a move it says is its largest ever investment in the channel.

It said the new division will look to strengthen the company’s out-of-home proposition under the Burton’s Foodservice “master brand”, increasing listings and distribution while continuing to support existing customers.

Wills Jennings, director of foodservice sales at Burton’s, said the new division marked an “important milestone in the company strategy to deliver growth, representing a continued commitment and investment by Burton’s to bring new and exciting products in foodservice-relevant formats to market”.

He added: “Bronte has a strong heritage, however the old branding did not truly convey our product quality. The new logo and packaging are the result of extensive research and now boast a premium look, designed to reposition Bronte as a contemporary brand that hospitality outlets would be proud to serve to their guests.”

The Bronte range relaunch introduces new flavours and formats across sweet and savoury snacking. Burton’s said the rebranding of Bronte forms part of a wider strategy for the channel, with “new and exciting branded propositions in the pipeline”.

Burton’s is currently the fourth-largest branded biscuit supplier in foodservice, supplying both branded and own-label products. Its strongest presence is in accommodation and quick-service restaurants.

A spokesperson told Just Food it has ambitions to become the number two supplier in the market.

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