The UK’s number one out-of-home premium biscuit brand[2], Border, has announced the launch of a brand-new flavour into the UK grocery channel, joining its 16-strong range of classic biscuits and convenient bars – Dark Chocolate Raspberry.
The launch follows the brand’s successful relaunch last year, which saw Border grow its UK grocery distribution with some of its key customers.
The new fruit-flavoured biscuit, handcrafted in Lanark using the finest ingredients, taps into the increased demand for raspberry flavoured innovations within the special treat biscuits category[3] and will be available exclusively in Waitrose stores nationwide.
With sales of sweet raspberry biscuits growing year-on-year[4] and dark chocolate increasing in popularity as shoppers seek stronger cocoa flavours, Border’s new flavour pairing taps into a genuine consumer need and will help retailers drive category growth.
Helen Mcilhargey, Brand Manager at Border Biscuits comments: “At Border, we make delicious biscuits that offer consumers a touch of indulgence when they need it most – and our Dark Chocolate Raspberry biscuit is no exception. The launch of our latest flavour combination taps into demand for raspberry flavoured biscuits and provides a permissible treat that doesn’t disappoint.
“We’re passionate biscuiteers that are always listening to the needs of our loyal customers. Originally only featured in our Luxury Chocolate Sharing pack, our customers asked for it to be created as a standalone product as they enjoyed the taste so much.”
Border’s Dark Chocolate and Raspberry (pack of 6) is now available exclusively in Waitrose and will be rolling out to wider grocery and convenience channels later this year. RRP = £1.90*
*Pricing at sole discretion of the retailer
[2] Bidview 24/04/2023 & Brakes 52we 30Apr23
[3] bakeryinfo.co.uk/ingredients-reports/flavour-trends-what-will-inspire-bakery-products-in-2022/663574.article| The Grocer | IRI Data to 04.09.22
[4] bakeryinfo.co.uk/ingredients-reports/flavour-trends-what-will-inspire-bakery-products-in-2022/663574.article| The Grocer | IRI Data to 04.09.22
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