Portion positive

WHEN it comes to snacking at home, biscuits are still the favourite choice and c-stores account for a third of all biscuit sales says David Costello, head of category and shopper management at Burton’s Biscuit Company.

He said: “We estimate that independent retailers could share in biscuit sales increases of more than £25m in the next two years, with the key being to recognise and act on what’s driving market growth.”

The Cadbury Special Occasions range has been relaunched in portion packs.
The Cadbury Special Occasions range has been relaunched in portion packs.

Quoting research by Nielsen, Burton’s says that savoury biscuits have been the star performers recently and that its own Fish ‘n’ Chips and Cathedral City Bites between them are responsible for almost 40% of savoury biscuit growth.

For retailers to get the most out of biscuits, Burton’s says positioning is vital.

Costello said: “Customers shop by mission, so it’s crucial that this is reflected in the way the biscuit offering is merchandised.

“With 86% of biscuits consumed with a drink, it’s important that convenience retailers locate on-the-go biscuits alongside hot drink stations.”

Burton’s has relaunched its Cadbury Special Occasions biscuits range. The new-look Cadbury Dairy Milk, Cadbury Crunchie, and Cadbury Wispa biscuits have been put into snack packs containing two biscuits.

Each box contains four portion-controlled two-packs and has an RRP of £1.59.

Costello said: “The portion packs performed well in consumer research, with shoppers identifying the benefits of portion control.”