The UK's number two biscuit supplier, which owns brands including Jammie Dodgers and produces Cadbury chocolate biscuits under license, already sells selected lines in the States via a third party distributor but plans to significantly increase its coverage through a Walmart deal that kicks off next month.
Burton's will launch directly into about 1,000 stores, focusing on Cadbury Fingers and seasonal lines in its wider biscuit range.
"Fingers are a great combination of biscuit and chocolate in the right proportion. They lend themselves to normal biscuit consumption as well as snacking occasions particularly the Mini Finger," said chief commercial officer Steve Newiss, who joined Burton's from Kraft in March last year, tasked with leading the company's international expansion.
Burton's already had a long-standing presence in France, Ireland, Scandinavia and Canada and is extending its reach into Brazil, China, and Mexico and Central America, said Newiss. It expected to have increased its international turnover by 60% by the end of next year, he added. "A vast majority of that is happening this year," he said.
"We started at £30m-35m in 2009 and aim to be a £100m export business by the end of next year. We see it as a business relationship, not just exporting product it's about a commitment to UK manufacturing and taking that to the rest of the world."