Burton's Foods rebrand challenges United Biscuits

23-Nov-2011 - Last updated on 24-Nov-2011 at 08:24 GMT

Related tags United biscuits Burton's foods

The restyled Burton's Biscuit Company is said to be "on the heels" of United Biscuits

Jammie Dodgers maker Burton's Foods is rebranding its business to Burton's Biscuit Company, in a move that “puts it on the heels” of biscuit giant United Biscuits, according to one analyst.

Mintel food and drink analyst Amy Lloyd told FoodManufacture.co.uk: “Burton's biscuits is now firmly on the heels of United Biscuits. The firm is secure in its position, and its new focus should prove to be well received.”

The firm, which produces iconic brands such as Maryland Cookies, Wagon Wheels as well as Jammie Dodgers, revealed its rebranding plans this week along with details of its new progressive business strategy.

The rebrand includes the new strapline 'Making every day more of a treat.'

Focused leader

A spokesman for Burton's told FoodManufacture.co.uk: “The rebranding reflects the company's strategy of being a focused leader in the biscuit market. Through the rebrand, Burton's aim is to better align its strategic focus and brands within the sweet snacking category.”

Ben Clarke, ceo of Burton's added: “The past two years have seen progressive changes at Burton's, as we've transformed ourselves into a successful and dynamic UK manufacturing business. The rebrand, as part of this transformation, represents not only our past achievements, but also our future ambitions as we continue to go from strength to strength.”

Costs incurred by the new promotion are expected to be recouped based on the firm’s sales performance following the results of the changes.

The rebranding, including restyled packaging and presentation, will be completed by early 2012.

Global snack giant United Biscuits has a portfolio of sweet and savoury snacks including McVitie’s, Jacob’s, Carr’s, McCoy’s, Hula Hoops, McVitie’s Jaffa Cakes, KP, Mini Cheddars, go ahead!, Verkade, Sultana, BN, and Delacre.

Core markets

The firm holds leading or strong number two positions in its core markets of the UK, the Netherlands, France, Belgium and Ireland.

Meanwhile, Mintel valued the UK biscuit market at £1.86bn last year – 9.3% up on the £1.7bn value attributed in 2008.

Earlier this year, Lloyd wrote in the executive summary of Mintel’s report Biscuits, Cookies and Crackers: “The biscuits, cookies and crackers market has benefited from consumers looking for a cheap and indulgent treat in the recession, although the growth in the healthier biscuits segment proves that health has returned as a motivator for purchase for biscuit buyers.”

Also, the sector was threatened by rising commodity costs and an inability to appeal to a younger and more discerning consumer base.

Sales of biscuits, cookies and crackers are estimated to reach £2.3bn this year –.2.7% up on last year, according to the report.