Burton’s Biscuit Company is creating its first ever regional VIP (value and impulse) sales team that will focus exclusively on developing business with customers at a regional level.
The new team will work with national customers that have regional offices and depots, as well as regionally-based customers across the retail, cash & carry, food service and delivered wholesale channels.
“This increased focus and resource highlights the dynamics of the £2.4 billion biscuits category in which more people are using their local stores for a weekly top-up,” says Jo Harwood, Burton’s Biscuit Company’s Director of VIP and New Channels.
“The new regional team will drive distribution of Burton’s core brands such as Maryland, Cadbury, Jammie Dodgers and Wagon Wheels, which convenience store shoppers are actively seeking and will develop a greater presence for these top-performing brands in emerging on the go/out of home markets.”
Additional on-the-ground support will be provided by Reach, the field sales team for Cash and Carry.
Burton’s Biscuit Company 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. It owns and bakes market-leading brands such as Maryland Cookies, Jammie Dodgers and Wagon Wheels, and bakes Cadbury chocolate biscuits under licence.
Headquartered in St. Albans, UK, the company operates manufacturing sites in Blackpool, Edinburgh, Llantarnam, and a chocolate refinery in Moreton, employing over 2,000 people.