Burton’s Biscuit Company is looking to boost biscuits’ role in the on-the-go market with the launch of a range of single-serve packs.

From this month, the company is rolling out three-single-serve packs: a 30g twin-pack of Maryland Gooeys; a 40g bag of bite-size Maryland Choc Chip Cookies; and a 40g pack of mini Cadbury Fingers (all rsp: 45p). The Maryland lines will also be available as a 39p price-marked pack.

Burton’s said there was a “huge” gap in the market for traditional biscuits in a format that tapped consumers’ changing snacking habits, lifestyles, and interest in portion control.

“Sweet biscuits are the number-one choice for snacking in the home, but people have a very limited offer of traditional treat biscuits when they’re on the move,” said Burton’s customer category management head David Costello, adding that traditional biscuits had been slow to respond to changing consumer lifestyles.

With almost 86% of biscuits consumed with a drink [Kantar Worldpanel June 2014], retailers are being advised to merchandise single-serve packs adjacent to the sandwiches and cold drinks fixture, and alongside hot drinks.

Burton’s invested in new packing equipment to produce the snack packs, smaller case sizes and counter display units. The small cases would reduce the outlay convenience retailers needed to make to stock the products, while providing relevant in-store display solutions, the company said.

Burton’s is supporting the single-serve launch with the rollout of its first mobile app. Available now and aimed at independent and convenience retailers, the snacks To Go iPhone and Android app includes a product catalogue, category management advice, the option to purchase PoS, and exclusive offers and competitions.

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