Burton’s Biscuit Company has signalled its intent to significantly bolster the UK’s ‘Out of Home’ biscuit market with the launch of a range of ‘single serve’ packs for adults, which will be supported by the Burton’s ‘SnacksToGo’ app – the company’s first ever mobile application, aimed at the impulse channel.
The single serve packs feature some of Britain’s best-loved biscuit brands. The range includes a 30g Maryland Gooeys twin snack pack and a 40g bag of bite size Maryland Choc Chip Cookies, both available as 39p PMPs and plain packs (rrp 45p).
To coincide with the launch of the packs, the company has also commissioned its first ever mobile application. Aimed at independent and convenience retailers, the ‘SnacksToGo’ app offers valuable insight into the new range, with the full snacks to go product catalogue, retailer testimonials, category management advice and the option to purchase in-store POS, among its features.
Retailers will also be able to take advantage of exclusive offers and competitions.
The app is free of charge and available for download on iPhone and Android handsets.
The launch of the single serve packs comes as people’s snacking habits change in line with today’s on-the-go lifestyles, along with consumers’ increased focus on portion control and a current lack of availability of market-leading traditional biscuits that can be eaten out of home.
Each product will be available in a counter display unit, enabling retailers to capitalise on the fact that one third of all biscuits are bought on impulse*1. The range of 39p PMPs will be available in cases of 16, reducing retailers’ initial outlay.
“This is a major category-boosting move that will create a host of new eating occasions for sweet biscuit treats to be enjoyed out of the home,” says David Costello, Burton’s Biscuit Company’s Head of Customer Category Management.
“Sweet biscuits are already the number one choice for snacking in the home, but people have a very limited offer of traditional treat biscuits when they’re on the move so we are enabling retailers to plug a huge gap in the market.
“Other categories associated with consumption in the home have adapted to changing consumer lifestyles, and developed an out of home offering, but traditional biscuits have been slow to do so,” adds Costello.
“That’s all about to change as the ‘single serve’ packs will accelerate the growth of the treatier biscuit sector, currently the only sector of the Take Home Biscuits market that’s in growth*2.”
The keen price-marked values (39p) are also sure to drive a high level of consumer demand.
In addition to bringing traditional sweet biscuits into the 21st century, Burton’s is offering a range of savoury biscuit bites alongside them in the shape of the hugely successful Burton’s Fish ‘n’ Chips and Cathedral City Baked Bites, launched earlier this year and already adding £8m*3 to the savoury biscuit category.
“For people who prefer savoury, our Burton’s Fish ‘n’ Chips & Cathedral City Baked Bites offer a tasty alternative to traditional crisps and snacks. Savoury biscuits is an area which is benefitting from increased focus on health, due to the perceived health benefit of baked versus fried snacks. Burton’s Fish ‘n’ Chips and Cathedral City Baked Bites have taken the market by storm and are set to become two of our most successful launches ever,” adds Costello.
Both the 40g Burton’s Fish ‘n’ Chips and the 35g Cathedral City Baked Bites grab bags feature an rrp of 59p.
Burton’s is urging retailers to meet consumer expectations by trying its single serve packs and placing them in appropriate locations to take advantage of the key lunchtime meal deals as well as the morning and afternoon snacking occasions.
With 86%*4 of biscuits consumed with a drink, it is important to locate biscuits appropriately in-store to drive impulse sales. Key in-outlet locations will be adjacent to the sandwiches and cold drinks to take advantage of the lunchtime trade and also alongside hot drinks stations as their perfect complement.
Retailers who download the ‘SnacksToGo’ app will be able to take advantage of an exclusive introductory offer, with 50% off the purchase of four cases of product from the single serve range (offer can only be redeemed against cases of four differing products).
The app is now available for download from iTunes and Google Play Store.
*1 HIM 2013
*2 Nielsen – MAT 21/6/2014
*3 Nielsen – MAT 19/7/2014
*4 Kantar Worldpanel MAT June 2014