Burton’s Biscuit Company and Dairy Crest Collaborate on Snack Launch
Dairy Crest and Burton’s Biscuit Company, leading players in the UK cheese and biscuit markets respectively, have signed an exclusive licensing agreement to produce Cathedral City Baked Bites – a range of new, innovative baked savoury biscuit snacks, made with real Cathedral City cheddar.
The landmark partnership with Cathedral City, the UK’s number one cheese brand, will enable Burton’s to establish a beacon brand in the fragmented savoury biscuits market (currently worth £500 million) further extending its stable of well-known, iconic British brands.
Stuart Wilson, chief marketing officer at Burton’s, explains: “We are delighted to have the opportunity to work with such a well-known and fast growing brand as Cathedral City and plan to leverage our proven expertise in innovation and our comprehensive operational infrastructure to build a strong, sustainable savoury biscuit range under the Cathedral City brand. We are developing a unique, high quality proposition that will take Cathedral City outside of the dairy category and into savoury snacking biscuits.”
Cathedral City, the nation’s favourite cheese brand (worth £257 million at RSV) has a household penetration of 55% and a reputation for high quality and broad family appeal. Combining this with the biscuit and snacking expertise ofBurton’s will ensure that the exclusive partnership delivers a credible, market leading proposition with an authentic cheddar delivery outside of the chiller.
Laura Downey, head of marketing – Cheese at Dairy Crest, says: “We are really excited about extending Cathedral City outside of the cheese category for the first time. We know that there is a huge opportunity in snacking and now there is a new way people can enjoy the nation’s favourite cheese brand.”
To support the licensing deal Burton’s has invested almost £1 million in new savoury capability in its South Wales factory ensuring it has the appropriate long-term infrastructure and expertise in place to produce and distribute savoury biscuit snacks across the UK.
