Burton’s Biscuit Company introduces new Cathedral City Crumbly Bites

Burton’s Biscuit Company is introducing a new addition to its Cathedral City range – Cathedral City Crumbly Bites.

Currently available in Tesco and rolling out in the coming months, the new Cathedral City Crumbly Bites range includes two variants – Cheddar & Sweet Chilli and Cheddar & Red Onion (RRP £1.49 / 100g).

The new range is aimed at shoppers looking for a savoury snack to enjoy as part of a big night in or special occasion – both of which are new occasions for Cathedral City. Cathedral City Crumbly Bites are made with the nation’s favourite Cathedral City Cheddar, which is grated into the biscuit then mixed with tasty flavours and oven-baked to a golden finish.

Made by Burton’s under licence from Dairy Crest Limited, the range will also benefit from being aligned with the Cathedral City Masterbrand, now worth £280.1m RSV*.

“Sharing savoury biscuits is the only segment driving growth in the category, meaning that there’s a real opportunity for Cathedral City Crumbly Bites to add value with a new flavoured sharing proposition,” says Sital Parmar, Senior Marketing Manager for Partner Brands at Burton’s Biscuit Company.

“By aligning our pack designs with the Cathedral City masterbrand, we’re giving retailers a unique opportunity to drive growth within the savoury snacking category with the nation’s favourite cheese – a household brand that’s instantly recognisable amongst shoppers.

“Retailers can look forward to driving growth of savoury snacks with Cathedral City Crumbly Bites, whilst in turn appealing to shoppers buying on impulse.”

Sources:

*IRI 52wk data to Dec’18