Burton’s Foods, the UK’s second largest biscuit supplier, is introducing a major new profit opportunity with the launch of the iconic Wagon Wheel as a price marked pack.

The move is intended to generate incremental growth in chocolate biscuit bars (CBBs), which is a major sector within the £350million Lunchbox Treat market.

Wagon Wheels, delicious mallow biscuits covered with milk chocolate, are worth £9.9million and are a nostalgic family favourite.

Burton’s David Costello, Burton’s Foods Category and Activation Controller, says the £1 promotional price marked packs give an accessible price point to a well-loved brand, helping to drive new consumers to the CBB fixture.

He comments: “The launch of the £1 packs will create standout on the fixture, introducing children and adults to the brand against a backdrop of growing price sensitivity amongst consumers. Offshelf promotional effectiveness* is 72% so, to maximise profits, retailers should site it offshelf where possible.”

The promotional price marked pack will deliver outstanding taste, quality and value, appealing to the core market, nostalgics and new consumers.

* “Offshelf promotional effectiveness is 72%” means that 72% of volume sold on offshelf promotion is incremental. Highest possible value = 100%, lowest 0%.

Burton’s Foods


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