Distributor Arden Fine Foods has added a range of bite-sized Continental biscuits to its portfolio.
The eight-strong Petites range will be rolled into Waitrose from the beginning of next month, and comprises Mini Toffee Waffles, Chocolate Pastry Rolls and Fig Pastry Rolls from Holland alongside Butter Puff Pastry Sweethearts from Switzerland and Florentine Clusters from Germany. A trio of flavoured Macaroons from Italy completes the line-up, which will be priced from £1.49.
As with Arden’s existing branded savoury range, the biscuits are sourced and packaged in the producer countries.
The products would provide “long overdue innovation” to the Continental biscuit category said commercial manager Gail Nelson, adding Arden had sought advice from food psychologist Greg Tucker of The Marketing Clinic to help “establish the key moments in the customer taste journey”.
Tucker added that understanding key desire and loyalty drivers had helped identify ranging opportunities and communication messages. “Petites are specifically designed to have an engaging taste journey consumers love and a texture that reinforces the emotional benefits,” he claimed.
Arden is supporting the launch with digital activity and price promotions.