Luxury biscuits brand brought into Fox’s Burton’s companies
BISCUIT products firm Fox’s Burton’s Companies (FBC) has announced it has become the distributor for the UK and Ireland for Royal Dansk Butter Cookies.
Aiming to increase the brand’s presence across grocery, discount and impulse channels, FBC reckons this new addition under its umbrella of brands will be ideal for upcoming seasonal events such as Christmas, Diwali or gifting occasions such as Father’s Day.
David Hebson, trade marketing director at FBC, said: “Royal Dansk is one of those sought-after brands that UK shoppers are often on the lookout for, but don’t yet come across in most grocery retailers.
“The brand’s heritage, iconic blue tin, delicate crisp texture and very buttery recipe are something that we are excited to bring to more UK & Ireland shoppers than ever before.”
First produced in 1966, Royal Dansk has been a staple of households around the world. Packaged in the brand’s iconic blue tin, Royal Dansk has established itself as a go-to brand for gifting options.
FBC reckons the new addition to its portfolio will be a popular addition to its range with the total butter cookies market in the UK worth £3.2million retail sales value per annum, according to NIQ data, with a growth of 45% year-on-year.
Now, the biscuits firm has expressed a desire to double the market in the next few years through more premium-yet-affordable tinned biscuit options such as Royal Dansk, which will be fully supported with in-store activations and field sales.
Hebson said: “A truly premium, recognisable brand of butter cookies felt like an obvious gap in the FBC portfolio and we are excited about the opportunities that Royal Dansk brings as we continue our journey towards our goal of becoming the number one biscuit business in the UK and Ireland.”
