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New US distributor to drive international success for Burton's biscuits

Follow @SamJermy and @SupplyChainD on Twitter.Burtons Biscuit Company, the UK based international biscuit business, has announced a new USA distribution...

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|Mar 23|magazine7 min read

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Burton’s Biscuit Company, the UK based international biscuit business, has announced a new USA distribution partnership with International Food Associates (IFA).

To support Burton’s international expansion plans for the US premium cookie sector, IFA will harness its network to deliver products quickly and efficiently to market.

Driven by the Cadbury brand that is manufactured by Burton’s Biscuit Company under license, a projected $100m business ambition in the medium term has been set.

The $548 million US premium cookie sector accounts for 12 percent of total US cookie sales, and this new partnership represents a significant step change in Burton’s focus on overseas growth.

For the US market the Cadbury Fingers product range has been adapted for US consumers and will include Milk Chocolate, Dark Chocolate and Salted Peanut Crunch varieties.

Stephen Carson, Director of International Business Development at Burton’s commented: “With a $548 million market opportunity in the US, this partnership is a crucial springboard for future growth.

“Whilst our existing international presence has built an awareness of Burton’s products, our renewed focus will build our global marketplace and drive success. Working with IFA will ensure that we are maximising our US distribution and capitalising on the premium cookie sector.”

Cadbury Fingers will add value to the category, appealing to the adult consumer as a sharing treat with friends or family. Supported with consumer and trade marketing activity to drive awareness, positive feedback from retailer show they are enthusiastic about what Cadbury can bring to the US cookie aisle in 2015 and beyond.

Don Cook, IFA President commented: “Working with a longstanding British brand we’re confident our retailer network will respond well to Burton’s iconic products. Burton’s ambitious growth strategy marries with our drive to capitalise on this sector opportunity and our extensive network will deliver products quickly and efficiently to market.

Burton’s Biscuit Company is a leading branded and own label supplier of quality biscuits and snacks and is the number two-branded player and second largest biscuit supplier in the UK. It owns and bakes market-leading brands such as Maryland Cookies, Jammie Dodgers and Wagon Wheels, and bakes Cadbury’s chocolate biscuits under licence. Headquartered in St. Albans, England, the company operates manufacturing sites across the UK in Blackpool, Edinburgh, Llantarnam, and a chocolate refinery in Moreton, employing over 2,000 people.

For further information on Burton’s biscuits and to keep up to date with its latest news, visit: http://www.burtonsbiscuits.com/our-company/