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Burton’s Biscuit Company, the UK’s second largest sweet biscuit supplier, is urging retailers to capitalise on the significant opportunity offered by Children’s Biscuit portions at start of the new school year in September.

Wagon-Wheels-Original-6-packLunchbox is becoming increasingly important, accounting for 30%* of total children’s eating occasions and sales of children’s biscuit portions have enjoyed more than 4 times the average market growth in recent times*.

Burton’s Biscuit Company offers an exciting range of biscuits in snack packs and individual portions which are ideal for children’s and adults’ lunchboxes.

Within Chocolate Biscuit bars, the relaunch of Wagon Wheels last year has added over £8m** to the Wagon Wheels brand which is now worth over £20m**.

Within the £67m** Kids Minis market, (Burton’s is the market leader), Cadbury Animals is the number one brand, worth £9.6m and up 24% year on year. Maryland Minis has recently taken over the number two Kids Minis slot at £6.4m, up 32%.

Wagon Wheels six pack

Six individually wrapped Wagon Wheels – RRP £1.69

Wagon Wheels enjoyed a very successful relaunch last year with a new pack design, improved recipe and significant brand support. Brand support will continue this year, capitalising on the award winning campaign of 2013.

Mini Maryland Choc Chip Cookies

Six 25g snack packs of mini Maryland cookies – RRP £1.59

Perfect for lunchboxes or after school treats, Mini Maryland packs are a great way to control children’s snack portions, and, as they are mini bites, there are fewer crumbs.

David Costello, Category and Activation Controller, Burton’s Biscuit Company, said: “Many of our best-selling brands are available in bite size and individual portions, making them perfect for children’s and adults’ lunchboxes. By giving children a snack pack of individually wrapped biscuit, parents can control portion sizes to ensure that their children’s treats are just the right amount. Biscuits are also a great after-school treat.”

Children’s biscuit consumption is much more versatile than adult biscuit consumption. Whereas adult biscuit consumption peaks during the mid-morning and late evening periods, children’s biscuit consumption is relatively consistent from lunchtime through to the evening.

And when it comes to after school or in the evening, children’s favourite Jammie Dodgers is the number one Kid’s biscuit, worth £25m**.

Jammie Dodgers

140g, RRP £1.15

The best-selling** children’s biscuit in the independent impulse sector over the Back to School period is Jammie Dodgers (140g) – perfect as an after-school snack.

In order to capitalise on the key promotional periods (August and September) for children’s biscuits, retailers are advised to stock all children’s biscuits in one highly visible area of the store, offering an instant solution for shoppers looking to purchase children’s biscuits for lunchbox and in-home usage occasions.

* Kantar Family Food Panel 52 w/e August 2012

** Nielsen 52 w/e 27 Apr 2013

Burton’s Biscuit Company

Tel: 01727 899700

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