Burton’s Biscuit Company has introduced individually-wrapped Wagon Wheels single packs, a new, on-the-go format aimed specifically at the convenience channel.
They will be available from March with an RSP of 49p in cases of four counter display units, comprising of 24 x 36.7g single wrapped biscuits per unit.
One in five Wagon Wheels are already eaten as an out-of-home lunch accompaniment, highlighting the opportunity for a new ‘grab and go’ variant.
Commenting on the new product, Isabel Lydall, Category & Insights Controller at Burton’s Biscuit Company, said: “We’re tapping into the key food-to-go mission, enabling retailers to drive sales from impulse purchases of a well-loved biscuit brand.”
For further information call Burton’s Biscuits on 0330 6600 196 or visit burtonsbiscuits.com.
