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UK’s Burton’s Biscuits reboots foodservice operation

The UK’s Burton’s Biscuit Co. has rebranded a product vary as a part of a concerted push into the foodservice channel.

The corporate, purchased by Italian confectionery large Ferrero in June, is rebranding its Bronte biscuits vary, gained as a part of its acquisition of Scotland-based shortbread maker Paterson Arran in 2019.

Burton’s, based mostly in St Albans north of London and identified for manufacturers equivalent to Maryland cookies, Jammie Dodgers and Wagon Wheels, has now established a devoted foodservice division, a transfer it says is its largest ever funding within the channel.

It mentioned the brand new division will look to strengthen the corporate’s out-of-home proposition beneath the Burton’s Foodservice “grasp model”, growing listings and distribution whereas persevering with to help current prospects.

Wills Jennings, director of foodservice gross sales at Burton’s, mentioned the brand new division marked an “necessary milestone within the firm technique to ship development, representing a continued dedication and funding by Burton’s to convey new and thrilling merchandise in foodservice-relevant codecs to market”.

He added: “Bronte has a robust heritage, nonetheless the outdated branding didn’t actually convey our product high quality. The brand new emblem and packaging are the results of in depth analysis and now boast a premium look, designed to reposition Bronte as a recent model that hospitality retailers could be proud to serve to their friends.”

The Bronte vary relaunch introduces new flavours and codecs throughout candy and savoury snacking. Burton’s mentioned the rebranding of Bronte types a part of a wider technique for the channel, with “new and thrilling branded propositions within the pipeline”.

Burton’s is at present the fourth-largest branded biscuit provider in foodservice, supplying each branded and own-label merchandise. Its strongest presence is in lodging and quick-service eating places.

A spokesperson instructed Simply Meals it has ambitions to change into the quantity two provider available in the market.

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