Some of the UK’s best-loved biscuit brands are now within easier reach of independent retailers thanks to a new partnership between Burton’s Foods and Palmer and Harvey’s Snacksdirect.
Snacksdirect, the UK’s largest direct-to-store van sales business, is now stocking a comprehensive range of Burton’s biscuits including Jammie Dodgers, Maryland Cookies, Cadbury Fingers, Cadbury Crunchie biscuits, Wagon Wheels and the recently-launched Cadbury Dairy Milk biscuits and Toffee Dodgers.
Far more than a cash and carry on wheels, Snacksdirect delivers to 25,000 independent retailers every fortnight, offering merchandising and category support and advising retailers on how to increase profits in key FMCG categories.
“This is a new route to market for Burton’s Foods. The partnership is significant because it allows independent retailers easier access to some of the UK’s best-selling biscuit brands, many of which are benefiting currently from a lot of marketing support including TV advertising,” says Liam Bresitz, Burton’s Foods business unit controller.
He adds: “Many of the Burton’s SKUs listed by Snacksdirect are promotional price-marked packs. Not only are they household brand names, they’re positioned at a price which is proven to drive additional sales from the biscuit fixture.”
The agreement comes at a time when Burton’s Foods is outperforming the market in the impulse sector. The sweet biscuit market is growing by 2.2 per cent, with Burton’s Foods sales up 9.0 per cent (source: IRI 52 week ending 19th Feb 2011).
Chris Gott, managing director of Snacksdirect at Palmer and Harvey, said: “This partnership will give our customers access to instantly-recognisable biscuit brands like Jammie Dodgers and Wagon Wheels. In a highly competitive grocery market, independent stores thrive by giving people what they want. Stocking leading brands is an essential part of that equation.
“The beauty of direct-to-store van sales is that retailers get independent category advice in their own store, great brands available immediately and help with setting up in-store promotions. It really is a cost-effective, profit-maximising and time-efficient solution for retailers looking to grow sales.”
Burton’s Foods is a leading branded and own label supplier of quality biscuits and snacks and is the number two branded player and second largest biscuit supplier in the UK.
Burton’s Foods manufacture Cadbury Biscuits under license from Cadbury UK Ltd including Cadbury Fingers, Cadbury Animals and Cadbury Digestives.
Burton’s Foods also owns and bakes market-leading brands such as Maryland Cookies, Jammie Dodgers and Wagon Wheels. Burton’s Foods has four bakeries around the UK in Edinburgh, Blackpool, Moreton and Llantarnam, a distribution centre in Knowsley and a Head Office in St Albans in Hertfordshire.
Palmer and Harvey
With an annual turnover of £65 million, Snacksdirect runs a nationwide direct-to-store van sales service with 150-strong team of category experts.
Palmer and Harvey is the largest full range delivered wholesaler and the fourth largest privately owned company in the UK, with an annual turnover of more than £4 billion. The Company has grown since its inception over 80 years ago through a mixture of organic growth and targeted acquisitions.
Palmer and Harvey has three symbol fascias – Mace, Supershop and Your Store (NI only) – with an estate in excess of 840 stores.
Palmer and Harvey was founded in 1925 as a delivered wholesaler specialising in tobacco and confectionery. Since then Palmer and Harvey has broadened its wholesale offering and customer base considerably. Customers range from key grocery multiples to forecourts and independent retailers.