Bahlsen, the German family-run biscuit company, is excited to announce the launch of a brand new SKU; Baileys Squares Strawberries & Cream, hitting shelves exclusively in Waitrose, ahead of the May bank holiday.

Created in collaboration with Baileys, the limited edition product has been expertly designed to tap into the ever increasing demand for truly indulgent biscuits within the category, while also aligning with the iconic British summertime flavour combination of berries and cream, that consumers know and love.

The new biscuit is composed of a velvety smooth centre layer infused with the taste of Baileys Strawberries & Cream, sandwiched between a delicate, light wafer biscuit and a luxurious continental milk chocolate square. Blending the fresh taste of strawberries with creamy vanilla and Baileys Original Irish Cream, the innovation is crafted with precision and is perfect for summer time snacking.

Julien Lacrampe, Trade Marketing Manager at Bahlsen comments: ‘Through the success of the Special Treats category we’ve witnessed the increasing consumer appetite for truly indulgent biscuits and we’re thrilled to be able to expand our offering to continue to meet this demand. Marrying together two much loved treats, that are Bahlsen biscuits and Baileys Strawberries & Cream, we’re confident that this new product launch will become a firm favourite amongst consumers.”

The launch of Bahlsen Baileys Squares Strawberries & Cream exclusively in Waitrose will be supported by an online and instore shopper marketing campaign, Including banners on, social media, digital displays and aisle fins in store, the campaign has been designed to accompany Waitrose shoppers all the way through their path to purchase, and also incorporates an exclusive shopper competition on the Waitrose website for customers.

With every pack of Bahlsen Baileys Squares Strawberries & Cream purchased (online and in-store), Waitrose shoppers will be able to enter the competition on, by inputting their receipt number in order to be entered into the prize ballot. Available to be won are:

  • Three  winners will have the chance to book a one hour private tennis lesson (for x2 people) with a professional tennis coach at Stoke Park followed by afternoon tea
  • Ten winners will win a year’s worth of Bahlsen biscuits
  • Twenty winners will win a Bahlsen hamper

Bahlsen Baileys Squares Strawberries & Cream are available in Waitrose from late April in 125g packs (12 biscuits) with an RRP of £1.79.

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