Burton’s Biscuit Company is introducing a £1.29 price marked pack variant of Wagon Wheels Wheelies, the snack-size version of the legendary Wagon Wheels, which are ideal for in-home sharing and family treat occasions.


Two variants, Original and Jammie, will be available in an 8-pack format, exclusively to the cash & carry trade.

“The price marked packs will enable retailers to meet growing demand in the sweet biscuit category among cost-conscious consumers actively seeking everyday treats at affordable prices, accelerating the growth of the £580m* treat sector,” says Stuart Wilson, Chief Commercial Officer UK and Ireland, Burton’s Biscuit Company.

“Wagon Wheels Wheelies are not only attracting consumers to the sweet biscuit fixture, they’re introducing a snack-size biscuit to a new generation of Wagon Wheels lovers.”

The importance of having leading brands such as Wagon Wheels Wheelies on-shelf is highlighted by the fact that 33% of convenience shoppers buy biscuits on impulse (source: him!) and 43% of total sweet biscuit convenience sales are in treatier segments (source: Nielsen).

Established as a £4.2 million sub-brand after just 12 months**, Wagon Wheels Wheelies is enjoying better trial and repeat purchase rates than any other product in its sector**, highlighting the lead role the product is playing in creating a new in-home consumption occasion.

Wagon Wheels Wheelies will be backed by a £1.2 million outdoor advertising campaign later this year. The adverts will feature eye-popping, striking computer- generated imagery (CGI) designs communicating the adventurous nature of the Wagon Wheels brand.

* Nielsen MAT 52 wk 01.03.2014

** Kantar MAT 25.05.2013

Burton’s Biscuit Company


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