Wagon Wheels

Burton’s Biscuit Company is set to introduce individually-wrapped Wagon Wheels single packs, a new, on-the-go format aimed specifically at the convenience channel.

The launch follows a successful year for the growing brand, currently bought by almost one in five households with annual sales of £18.6 million, up 8.6 percent year-on-year.

“With Wagon Wheels Singles, we’re tapping into the key food-to-go mission, enabling retailers to drive sales from impulse purchases of a well-loved biscuit brand,” said Isabel Lydall, Category & Insights Controller at Burton’s Biscuit Company.

Wagon Wheels Singles will launch in March, with an MRSP of 49p. They will be available in cases of 4 counter display units, comprising of 24 x 36.7g single wrapped Wagon Wheels per unit, each branded to create an impactful display unit, ideal for positioning at till points or on hot-drinks counters.