UK biscuit manufacturer Burton’s Foods has struck a distribution deal with Wal-Mart Stores for its Cadbury Fingers biscuit line in the US and Mexico.
The company, which produces Cadbury biscuits under a licence agreement, said today (11 July) that it plans to increase the exports of the UK manufactured biscuits using Wal-Mart’s international retail distribution and logistics network from the summer.
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Burton’s secured a similar distribution arrangement with Wal-Mart Brazil earlier this year.
Burton’s Foods said the distribution agreements form part of an “upweighted international growth strategy”. The biscuit manufacturer plans to boost its overseas footprint in existing markets – which includes Ireland, France, Canada, Sweden and the US – and develop a presence in new markets, such as Russia and China, over the next three years.
The company also said it also plans to grow domestic revenue and market share by “continuing to focus on the quality and innovation of its much-loved power brands”.
“The tie-up with Wal-Mart provides a natural fit for Burton’s Foods in the Americas,” said chief commercial officer Steve Newiss. “Wal-Mart’s market presence and access to consumers across this territory undoubtedly provides a perfect vehicle for accessing this large market and delivering an exciting new proposition to consumers.”
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