Savoury biscuits see 8.5% sales decline

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Thomas Fudge's flatbreads

Thomas Fudge’s rolled out flatbreads in June

Take-home supermarket sales of savoury biscuits plunged by 8.5% over the past year, as the healthy eating trend of baked snacks waned.

In contrast to the larger biscuit category, which climbed in value by 4.2% (£114.6m), savoury lines lost more than £13m on volumes down 10% [Kantar Worldpanel 52 w/e 17 June 2018].

Brands lost a total of £16.6m in value in the past 12 months, leading to a raft of premium NPD in an effort to revive the flagging sector - such as Thomas Fudge’s range of flatbreads launched in June in two variants.

Own-label savoury biccies remained buoyant, however, adding £3.2m (5.6%) to £59.4m

Star Baking: Focus On Cakes & Biscuits 2018

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