Innovative NPD from Burton’s Biscuit Company is generating bags more profit potential in the £420 million savoury biscuit category, with products targeted at snacking occasions.


Two recent product launches – Cathedral City Baked Bites and Burton’s Fish ‘n’ Chips – are already acting as beacon brands on the fixture, creating major levels of consumer interest and driving footfall in the process.

“We’ve made a high impact entry into savoury biscuits with two very strong brands that have real standout on the fixture,” says David Costello, Burton’s Biscuit Company’s Head of Customer Category Management.

“The two brands have really captured the public’s imagination, evidenced by the very strong rates of sale.”

Combined sales of the two brands in the first year are forecast by Burton’s to exceed £15 million.

Targeted at a broad spectrum of consumers, particularly families with children aged 10+, Cathedral City Baked Bites are the only savoury snack biscuits made using real grated Cathedral City Cheddar. They meet a wide variety of snacking occasions and are available in a five pack snack bag (rrp £1.69), a large sharing bag (rrp £1.59) and a 35g grab bag (rrp £0.59p).

Last produced over a decade ago, Burton’s Fish ‘n’ Chips not only appeal to the millions of people who remember the brand from years ago, but also to a new generation of consumers enjoying the intense flavour hit and distinctive twist on a classic British favourite.


A range of pack sizes caters for all snacking occasions, in and out of the home. Packs include a 40g grab bag, a 5 x 25g multi-pack and a 125g share bag.

As part of its commitment to gaining an even bigger presence in the savoury biscuits market, Burton’s has invested £1 million in its savoury manufacturing capabilities.

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