Burton’s Biscuit Company has extended its reach into North America, tying up a distribution deal with Canada’s largest supermarket Loblaws, following a deal with Walmart last summer.

The company, which changed its name from Burton’s Foods last month to emphasise its credentials as a biscuit manufacturer, agreed to supply Loblaws with a selection of Cadbury biscuits.

From this month, Loblaws will stock 11 of the biggest SKUs in the Cadbury biscuit range including the flagship product Cadbury Fingers.

The export agreement builds on the success of a seasonal range of Cadbury biscuits that went into Loblaws stores in the run-up to Christmas.

Burton’s is confident the biscuits will prove a hit in Canada, where Cadbury chocolate products are already well-established.

“The Canadian market presents a significant opportunity for the Burton’s Biscuit Company,” said Burton’s chief commercial officer Steve Newiss. “The Cadbury brand has a unique appeal in Canada, given the country’s cultural links to the UK, so we’re optimistic we’ll be able to build further momentum in the market through Loblaws.”

The agreement will help Burton’s towards its goal of increasing export sales from about £30m in 2009 to £100m in 2014.

Burton’s began selling biscuits in Walmart in August and is now in about 2,500 stores in North and South America.

Source

Guy Montague-Jones

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