No slowing up for shortbread

Everyday biscuits driving growth

Paterson’s versatile shortbread range
Paterson’s versatile shortbread range caters for all shoppers’ needs

WHEN it comes to Caledonian confectionery, it doesn’t get much more Scottish than shortbread.

And the traditional treat is going from strength to strength, according to Kate Needham, marketing director at Burton’s Biscuit Company – the firm behind shortbread maker Paterson’s.

Needham highlighted the strong performance of the total sweet biscuits category, which saw growth of £1.4 million in Scotland last year, as evidence that shortbread offers retailers plenty of profit potential.

“This [growth] has been driven by everyday biscuits and portion packs, with the region seeing a decline in special treats in favour of lower priced everyday favourites.

“From individually wrapped packs for impulse and out of home snacking, to cartons and larger assortments for everyday and gifting, Paterson’s has a great value offer for every shopper mission.

“The brand has developed a PMP range after seeing an increased appetite for its products from convenience retailers.

“The best-selling lines in convenience, Paterson’s Shortbread Fingers and Paterson’s Shortbread and Biscuit Assortment cartons, are available in a £1 PMP format, together with a Shortbread Fingers 150g carton with a 69p or two for £1 price mark,” she said.