Nestle biscuits

Sweet baked goods supplier Baked by Rich’s has teamed up with Nestlé to launch a three-strong range of cookies based on the Swiss giant’s confectionery brands.

The Made With lineup for in-store bakery comprises Matchmakers Zingy Orange, Munchies and Little Rolo (rsp: £1.50/four cookies).

It came after “premium cookies sales were up 20% in 2021 and filled cookies have also helped to grow the category” said Baked by Rich’s.

“In-store visits to supermarkets hit their highest level since March 2020 in December 2021, as consumer confidence returned, reaffirming the importance of unique product offerings like oven-fresh cookies.”

The Matchmakers and Rolo variants are now in selected Asda and Co-op stores, while the latter is also in branches of Sainsbury’s. The Munchies cookies will be available exclusively in selected Co-op stores from February.

“Nestlé’s portfolio includes some of the most recognised confectionery brands in the world, and our development team has loved using these unique and delicious ingredients to create exciting new cookies,” said John Want, director of sales, marketing & R&D at Rich’s.

While shoppers were tightening their purse strings, “people still want to treat themselves” he added. “Over 82% of the population bought sweet ISB products from grocery retailers in the past year.”

Pre-packed sweet biscuits’ value in grocery fell last year by £48.4m, with 71.1 million fewer packs sold [NielsenIQ 52 w/e 11 September 2021].