Burton’s Biscuits moves into foodservice

Burton’s Biscuit Co., home to the UK’s most iconic biscuit brands, has launched into the out of home sector with the introduction of a dedicated foodservice division. The move marks the company’s biggest ever investment in the channel, which coincides with the rebrand of its Bronte OOH biscuits range, acquired as part of Burton’s acquisition of Paterson Arran in 2019. The new division will look to strengthen the company’s OOH proposition under the Burton’s Foodservice masterbrand, increasing listings and distribution while continuing to support existing customers.

Wills Jennings, director of foodservice sales for Burton’s Biscuit Company, said the new division marked an “important milestone in the company strategy to deliver growth, representing a continued commitment and investment by Burton’s to bring new and exciting products in foodservice relevant formats to market”.

Available at various wholesalers, the rebrand of Bronte will build on the success of the long-established brand, strengthening its presence in the ever more competitive biscuit market.

“Bronte has a strong heritage,” added Jennings. “However, the old branding did not truly convey our product quality. The new logo and packaging are the result of extensive research and now boast a premium look, designed to reposition Bronte as a contemporary brand that hospitality outlets would be proud to serve to their guests.”

The Bronte range relaunch introduces new flavours and formats across sweet and savoury snacking, designed to ensure there is a product for all channel requirements and budgets. The rebranding of Bronte forms part of Burton’s wider strategy for the channel, with new and exciting branded propositions in the pipeline to enhance the Burton’s foodservice offering.


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