Burton’s Biscuit Company is building on its re-launch of Wagon Wheels with entry into the £430m In Home Treat segment with the introduction of a brand new product, Wagon Wheels Wheelies, a snack size version of the Wagon Wheel.
A new 49p PMP for Wagon Wheels Singles and a new digital advertising campaign aimed at tweens and teenagers will complete the re-launch.
Wagon Wheels Wheelies are snack size Wagon Wheels in a pack of 10, which makes them more appropriate for sharing and family treat occasions.
Research by Burton’s has identified a growing gap in the sweet biscuit category – ‘Everyday Treat +’ offering shoppers family treats at everyday affordable prices.
Wagon Wheels Wheelies aim to help retailers to tap into this profit opportunity by encouraging shoppers to trade up.
Currently worth £10m, the segment is estimated to have a potential value of £55m.
A nine-week digital advertising campaign will be running throughout June and July.
Meanwhile, Wagon Wheels Singles are now available in a 49p price marked pack.
A dispenser style counter display unit (CDU), combined with the accessible price point.
Earlier this year, the brand announced a major £2.5m re-launch of the Wagon Wheels brand designed to appeal to a new teenage generation.
The new look and limited edition Caramel flavour were supported by a nationwide cinema advertising and digital campaign.