Burton’s Biscuit Company is set to broaden the appeal of Wagon Wheels with the introduction of individually-wrapped Wagon Wheels single packs, a new, on-the-go format aimed specifically at the convenience channel.

The launch of Wagon Wheels Singles follows a successful year for the growing brand, currently bought by almost 1 in 5 households with annual sales of £18.6m, up 8.6% year-on-year. As one of the UK’s best-loved biscuit brands, Wagon Wheels create an epic sense of adventure with their unique marshmallow centre, sandwiched between a crunchy biscuit and smothered in chocolate flavour coating.

1 in 5 Wagon Wheels are already eaten as an out-ofhome lunch accompaniment, highlighting the opportunity for a new ‘grab and go’ variant. “With Wagon Wheels Singles, we’re tapping into the key food-to-go mission, enabling retailers to drive sales from impulse purchases of a well-loved biscuit brand,” says Isabel Lydall, Category & Insights Controller at Burton’s Biscuit Company.

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