Burton’s Biscuit Company is bringing a new beacon brand to the £500 million savoury biscuit category with the launch of Cathedral City Baked Bites, made with real Cathedral City cheddar, in an exclusive licensing agreement with Dairy Crest, the owners of Cathedral City, the nation’s favourite cheese brand*.
Burton’s Biscuit Company’s strategy of investment in brand support and innovation has paid dividends for retailers in the sweet biscuits category and will now extend to savoury biscuits.
The landmark partnership takes Cathedral City outside of the dairy category for the first time and will draw upon the brand’s exceptional consumer awareness, reputation for high quality and broad family appeal (over 50% of all households buy Cathedral City Cheddar). Cathedral City was voted one of Britain’s top 20 brands in a 2012 YouGov poll.
Cathedral City Baked Bites are the only savoury snack biscuits made using real grated Cathedral City cheddar and are aimed at a broad spectrum of consumers (particularly families with children aged 10+) looking for new and exciting savoury snacks from a trusted brand. They are available in a five snack pack bag with a RRP of £1.69, a large sharing bag with a RRP of £1.59 and a 35g grab bag with a RRP of £0.59.
Stuart Wilson, Chief Marketing Officer, Burton’s Biscuit Company, said: “This is a fantastic opportunity to create interest in and drive footfall to the savoury biscuits fixture. We have invested almost £1 million in our new savoury capacity at our Llantarnam factory, putting in place the infrastructure and expertise to produce high quality savoury snack biscuits.”
* Source: Nielsen 52 weeks to Oct 2013
Burton’s Biscuit Company
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