Burton’s adds Cathedral City Crumbly Bites savoury biscuits

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Burton’s Biscuit Co Cathedral City Crumbly Bites

The two variants are Cheddar & Red Onion and Cheddar & Sweet Chilli

Burton’s Biscuit Co has expanded its Cathedral City range of cheese biscuits with Cathedral City Crumbly Bites.

Available now in Tesco, the NPD’s two variants, Cheddar & Sweet Chilli and Cheddar & Red Onion (rsp: £1.49/100g), are expected to roll out to further grocers “in the coming months”.

Both contain Cathedral City cheddar and are targeted at “shoppers looking for a savoury snack to enjoy as part of a big night in or special occasion”.

Read more: Lactalis recalls Seriously Melting Pots over safety fears

Sharing was “the only segment driving growth in the [savoury biscuits] category, meaning there’s a real opportunity for Cathedral City Crumbly Bites to add value” said Sital Parmar, senior marketing manager for partner brands at Burton’s – which includes Cathedral City Baked Bites and Fish ‘n’ Chips in its savoury portfolio.

Made by Burton’s under licence from Dairy Crest, the new range would also benefit from being aligned with the £280.1m Cathedral City Masterbrand, Parmar added.

Last month, Burton’s Maryland Cookies became the UK’s first mainstream sweet biscuit brand to launch a sugar-free variant, as it sought to recoup a 9.2% loss in value across grocery to £40.2m [Nielsen 52 w/e 8 September 2018].

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