Burton’s marketing gets boost in biscuits with two new faces

Toby Baker has joined Burton's Foods as head of chocolate biscuits.

Baker joins the food manufacturer, which makes the Cadbury biscuit range, Wagon Wheels, Jammie Dodgers and Maryland Cookies, from Wrigley Company, where he was marketing director for the UK and Ireland.

At Burton's he will oversee a major campaign to promote the company's £100m chocolate biscuit portfolio, with a brief to build brand equity, determine strategy and identify brand priorities.

"I am very much looking forward to the challenges of heading up Burton's Chocolate Biscuits," he said. "I want to build on Burton's excellent reputation in the marketplace, driving its brands forward and maximising current opportunities."

Also joining the company is Emma Clacher, who has been named marketing manager for Cadbury's Chocolate Fingers. She joins Burton's from General Mills UK where she handled marketing for its Green Giant brand. She has also worked for Diageo, Smirnoff, Ferrero Rocher and Sainsbury's.

"Our chocolate biscuit portfolio is experiencing significant growth, driven through our continued investment in new products, formats and brand building programmes," said Burton's Foods chief ­marketing officer Stuart Wilson. "The experience of Toby and Emma and their respective capabilities within the industry will help accelerate this upward trend. Both Toby and Emma have impressive track records and will be a great asset to the company."