Two of Britain’s most iconic brands have scored unlikely export coups.
The maker of Wagon Wheels has revealed they are on track to make sales of £4m to £5m in their first year back in Russia since they rolled out of town when the rouble collapsed in 1997.
This is only half the £10m a year they were generating at the height of their powers after the Cold War. But with their Wild West cowboy branding, the marshmallow-filled chocolate biscuits are proving an unexpected hit for Burton’s Biscuit Company after 15 years off shelf.
“We were surprised how good the brand recognition was in Russia so long after Wagon Wheels were last on sale,” admitted Burton’s CEO Ben Clarke of the brand’s first nine months back. “With limited distribution, we’re going to do £4m to £5m sales this year.”
The performance will further boost exports, which last year totalled £50m contributing to a 6% increase in sales to £341.9m in the year to 31 December, according to accounts filed last week at Companies House.
Meanwhile, Typhoo has revealed that in the new year it will appear on supermarket shelves in Mongolia, the same part of the world tea originally came to Britain from in the 17th century.
Despite the economic crisis in Greece, the tea company has also signed a deal to supply tea to the five-star Greek hotel chain Grecotel.
It expects to grow exports 10% in the year to March 2013. Last month, it added an international section to its corporate web shop for overseas buyers.