Burton’s Biscuit. Co. introducing a new product from one of the UK’s best-loved biscuit brands, with the launch of Wagon Wheels Teacakes.

The category-boosting NPD incorporates Wagon Wheels’ distinctive taste and texture, but in a delicious mallow teacake with a jammie centre, targeting the smaller, less filling Wagon Wheels at new eating occasions such as an afternoon snack or a little pick me up.

“We’re introducing a modern twist to a traditional teacake, targeting value conscious consumers looking for a greattasting, but slightly less filling treat that’s ideal for sharing with friends and family,” says Mandy Bobrowski, Burton’s Biscuit Co.’s UK and Ireland Marketing Director.

Wagon Wheels Teacakes (120g; RRP 70p) feature an eye-catching new pack design and comprise 8 teacakes per pack, in outers of 14. Wagon Wheels are purchased by more than 4 million households, with annual sales worth £18 million and year-on-year sales growth of more than 14%*1. The brand has 86% spontaneous awareness.

*1 Kantar and Nielsen



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