Not dodging a challenge

Jammie Dodgers
Consumer trends are changing, but Burton’s is adapting in order to keep up

CHANGING trends in snacking have led to an “influx” of startup brands in the biscuit aisle – challenging traditional biscuit manufacturers in the process.

That’s the view of Isabel Lydall, category and insights controller at Burton’s Biscuit Company, who said that increasing consumer interest in health, as well as provenance and traceability, had resulted in a surge of new brands entering the market.

But rather than be pushed out by newcomers, Burton’s response to growing health concerns has been to focus its agenda on sugar and calorie reduction.

The firm has embarked on a  sugar reduction programme across its core Maryland range, as well as introducing  Minis packs that are less than 100 calories.

Even more significantly, the start of 2019 saw Burton’s launch Maryland Sugar Free Cookies, which have an RRP of £1.39 for a 230g pack.

But Lydall admits that while the health segment is in ascension – expected to grow by 14% to 2021 – shoppers will  “still like to indulge every so often.”

The increased focus on quality, health and free from has had a major impact on the sweet biscuits category.

“The increased focus on quality, health and free from options has had a major impact on the sweet biscuits category in the last 12 months,” she said.

“But everyday treat biscuits are growing over twice the rate of the market, as shoppers take the opportunity to treat themselves in between healthier snacking.”

Lydall also highlighted the importance of price-marked packs when it comes to the impulse sector.

“Biscuit shoppers are impulsive,” she said, “so utilising PMPs to drive impulse purchases is a great way to boost profits,” she said. 

The Burton’s PMP range includes Jammie Dodgers Raspberry (89p PMP), Wagon Wheels Original and Jammie (£1 PMP) Maryland Choc Chip (99p PMP), Maryland Big & Chunky Milk & Dark (£1.39 PMP) and Fish ‘n’ Chips Salt & Vinegar Grab Bag (50p PMP).