Burton’s Biscuit Company has announced a major £2.5million relaunch of the iconic Wagon Wheels brand designed to appeal to a new teenage generation.

The relaunch includes a new and improved recipe, a limited edition new Caramel flavour and brand new packaging that stands out on the shelf.

An above the line campaign, spearheaded by nationwide cinema advertising and a full digital campaign (www.thetruthisinthere.org), will run from March to July, with further exciting NPD news expected later in the year.

The advertising campaign encourages teens to discover the secret of the marshmallow.

The creative idea features three teenagers who believe they have made a terrifying discovery – that the marshmallow within Wagon Wheels is actually ‘Martian mallow’. They are on a mission to blow the lid on what they believe is a massive alien conspiracy to take over the world…’the truth is in there’.

The new logo and design give an adventurous, exciting new look, whilst keeping elements of the iconic imagery associated with the brand. The packaging now contains a product shot and clear product messaging, helping to attract new customers. The cinema advertising will run from March to July, with adverts appearing with some of biggest films of the year; Men in Black III and Spider-Man 4 amongst others.

David Costello, Category and Activation Controller, Burton’s Biscuit Company, said: “This is the biggest investment in Wagon Wheels for years. The new and improved recipe means that the products taste great, whilst the branding and packaging have been refreshed to make them stand out on the shelf. The multimillion pound support package includes above the line, PR, digital activity, in-store activation and sampling. The re-launch marks the start of an exciting year for Wagon Wheels, with more NPD and brand support to come.”

Wagon Wheels are available in packs of 6 individually wrapped biscuits in the following flavours: Original, Jammie and Caramel (limited edition).

The RRP is £1.69 for a six-pack and 49p for a single pack.

Wagon Wheels was launched in 1948 and is now worth over £10million*.

With a biscuit base and layer of marshmallow inside a delicious chocolaty coating, Wagon Wheels is unlike any other biscuit and is unique to the category.

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.

* IRI Grocery Impulse Outlets 52 W/E 24th Dec 2011

Burton’s Biscuit Company


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