• 3 new Border Biscuits products are now stocked by Waitrose across UK
  • All existing Border Biscuits listings achieved an increase in distribution
  • Strong 2020 performance in Waitrose was major factor in decision

Border Biscuits is now more widely available in Waitrose stores than ever before thanks to significant distribution gains which has seen its product availability in the retailer treble.

The strong performance of Border Biscuits products within Waitrose in 2020 was a major factor in the decision, with the brand seeing an increase in sales by 32.4% within the retailer over the last 12 months. Much of that impressive performance was driven through the brand’s loyal shopper base spending more on a more frequent basis, delivering category growth*.

Waitrose has introduced Border Biscuits Dark Chocolate Gingers, Milk Chocolate Viennese Whirls and Dark Chocolate Ginger Bars to stores across the UK whilst also significantly increasing the distribution of three existing products in its range with Border Biscuits Sharing Pack, Dark Chocolate Ginger & Orange retail packs and Lemon Drizzle Melts retail packs now available in an increased number of stores throughout the country.

Mark Chance, Sales Director at Border Biscuits, said: “To achieve these significant distribution gains and listings of our products within Waitrose only acts to highlight the quality of our biscuits and the loyalty of our shopper base.

“Consumers love our Dark Chocolate Gingers and our Milk Chocolate Viennese Whirls, so it is fantastic these are now being made available in Waitrose. Meanwhile, our Dark Chocolate Ginger Bars at 113 calories offer the perfect individually wrapped treat and have continued to go from strength to strength since their launch last year.

“We’re excited to see these products flourish in Waitrose stores and believe they can help us build our presence and availability even further going forward.”

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