Premium biscuit brand Border Biscuits is bringing its fan-favourite Milk Chocolate Salted Butterscotch flavour to shelves in a standalone pack for the first time.
The launch follows strong consumer demand for the flavour, which was previously only available as a variant within Border Biscuits’ popular Christmas assortment pack.
Market data points to growing demand for chocolate and toffee or butterscotch flavour profiles, a trend reflected in the continued significant growth of Border’s existing Butterscotch Crunch product.
The launch strengthens the Border Biscuits portfolio with a familiar yet distinctive flavour, tapping into the continued consumer demand for indulgent biscuits. The biscuits are made using high-quality ingredients, including real chocolate and butterscotch pieces, to offer a more premium treat experience.
For retailers, the launch offers a clear opportunity to bolster the premium biscuit category, which is growing +6% year-on-year[1]. As shoppers continue to trade up from everyday biscuits in search of at-home indulgence, the Milk Chocolate Salted Butterscotch pack is well placed to tap into this demand, while helping drive shelf standout, impulse purchase and incremental sales within premium biscuits.
Alex Sano-Davies, Sales Director at Border Biscuits said: “Bringing our Milk Chocolate Salted Butterscotch biscuit into a standalone pack was an easy decision given the incredible response it’s had as part of our seasonal assortment. We know shoppers are increasingly seeking out everyday moments of affordable indulgence, but they don’t want to compromise on quality, which is why we continue to use real kitchen cupboard ingredients like rich butter and smooth milk chocolate.
“With premium biscuits continuing to perform strongly, this launch gives retailers a great opportunity to drive growth in the category and offer shoppers an affordable trade-up option that delivers on both quality and taste.”
Before even hitting shelves in its standalone format, Milk Chocolate Salted Butterscotch has already gained major industry recognition, having been shortlisted in the Biscuits category at The Grocer New Product Awards 2026.
The launch is being supported by an ATL campaign running from October to December to generate shopper excitement in the run-up to Christmas.
Border Biscuits Milk Chocolate Salted Butterscotch will be available exclusively at ASDA from 23rd September.
[1] IRI to w/e 05.07.26
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