Burton's Foods is making its first foray into the organic market and extending its iconic biscuit brands into cakes, as part of a strategy to broaden its repertoire.

The biscuit manufacturer, bought by private equity group Duke Street Capital last month, has earmarked baked snacks, organic and cakes as the three biggest areas for growth, according to CEO Paul Kitchener, and plans product launches in all three arenas.

The first organic lines are likely to be sweet biscuits and cakes, launching later this year, but the company would also expand into organic savoury products at a later date, said Kitchener.

The move into organics made sense, said a spokeswoman for the Biscuit, Cake, Chocolate & Confectionery Association."There is a trend towards premium products in biscuits and organic fits well with this," she added. "If organic were combined with the wholesomeness agenda it could be very strong."

Burton's is also looking to boost its presence in cakes. While it produces cakes under the Lyons brand, its main focus has been biscuits. It owns some of the UK's best-known biscuit brands, including Maryland cookies, Wagon Wheels, Viscount and Jammie Dodgers, as well as the licence to produce Cadbury biscuits.

Kitchener said the company was working to transfer the strength of these brands into cakes. "In terms of iconic brands we have a powerful position and it does allow us to grow into broader areas. Cakes is an exciting area and there is a lot of opportunity."

Last month the company made its debut in savoury snacks by linking up with Unilever's Bertolli brand for Bertolli Savoury Nibbles, extra virgin olive oil and bread-based snacks. The company plans to expand the range and to move into further baked snacks.