Nairn’s has jumped on the Biscoff trend, launching what it claims is a “first-to-market” gluten-free caramelised biscuit.
The NPD, called Caramelised Biscuit Moments, is made from wholegrain oats, and claimed to contain 35% less sugar than standard gluten-free biscuits with a “light and crunchy texture perfect for dunking”.
Available in 170g retail (rsp: £2.20) and 21g foodservice packs, they were developed to fill a “gap in free-from for an enhanced sweet biscuit range between standard and premium”, Nairn’s marketing director Kevin Butterworth told The Grocer.
Nairn’s had surveyed 2.5k free-from shoppers and gathered “a huge amount of insight” into their needs from the category, Butterworth added.
As a result, Nairn’s has also added Snaks (rsp: £2.20/125g), a range of gluten-free, salted, “moreish crackers” aimed at 18 to 34-year-olds.
Also made with wholegrain oats, Snaks built on the “success” of Mini Cheese Bakes, which were launched by Nairn’s last year.
Both products will hit Sainsbury’s stores this month, with Caramelised Biscuit Moments also rolling into Asda in May.
“Innovation is key for us, and we continue to be seen as the brand leader, bringing new products to the category,” said Nairn’s.
“We have seen a big shift in terms of how savoury biscuits are eaten, with consumers using them less for topping and more for snacking,” it added.
It comes as the Edinburgh-based oatcake maker is making concerted efforts to boost its appeal to a new generation of shoppers.
Nairn’s managing director Colin Dingwall told The Herald last month that the brand’s Marmite & Cheese Oatcakes, launched in 2023, had proven particularly successful at luring younger consumers to the brand.
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