Burton’s Biscuit Co. is rolling out an ‘epic’ new orange variant of iconic Wagon Wheels, one of the UK’s top-selling chocolate biscuit bars, meeting the increasing demand for citrus flavoured family favourites, and adding further variety and excitement to a reliable and great value snack brand.

Wagon Wheels Orange will be available in a six-pack from this month (September), with an MRSP of just £1 for the individually-wrapped biscuits.

Kate Needham, Burton’s Biscuit Co.’s Marketing Director said for the new variant the team challenged itself even harder to make the flavour really ‘epic’. “Not only has our well known hit of raspberry jam been swapped for a bold and tangy orange jam, but we’ve used real orange oil as well in the biscuit recipe to ensure the flavour is delivered in every bite.

“Significantly, orange variants  over index with Wagon Wheels’ core family audience who  are  looking for great value, satisfying snacks, with distinctive and tasty flavours.”

The launch maintains the the brand’s exceptionally strong growth momentum as Wagon Wheels continues to outperform both the chocolate biscuit bar and total biscuit categories.

Sales of £21m RSV Wagon Wheels are up almost 17% year-on-year*, almost double the growth rate of the total chocolate biscuit bars category.

* Nielsen Scantrack (12.07.2020) and Powerview (11.07.2020)

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