Burton's biscuit firm signs export deal

By Tom Chandler

- Last updated on GMT

Related tags: Burton's foods, Supermarket, Cadbury plc

Burton's export deal will put Cadbury Fingers on sale in more than half Loblaw's Canadian outlets
Burton's export deal will put Cadbury Fingers on sale in more than half Loblaw's Canadian outlets
Burton's Biscuit Company has signed a deal with Canada's largest supermarket firm Loblaw in a move that will boost its total exports by £70M over the next two years.

While the firm refused to comment on the value of the deal, it said it would help to grow total export sales from £30M in 2009 to more than £100M by 2014.

As part of the deal, 11 Cadbury products - such as Cadbury Fingers - which Burton's produce under license, will be sold at more than half of Loblaw's Canadian outlets early this year.

Seasonal range

Burton's said that the deal will build on the successful sale of Cadbury's seasonal range in Canada over Christmas.

Steve Newiss, ceo at Burton's Biscuit Company said: “The Canadian market presents a significant opportunity for the business to bring much-loved British products abroad.

Further expanding our international footprint is a core pillar of our growth strategy.”

Newiss added that he believed the “cultural links”​ between countries meant that the products would appeal to Canadian consumers.

Last year, the firm secured distribution deals in Russia to sell its Wagon Wheels biscuits in Moscow and St Petersburg.

The firm also signed a deal with international retailer Walmart in August for the distribution of Cadbury Mini Fingers to 2,500 stores across North and South America.

Burton's holds the number two positions behind United Biscuits in its core markets of the UK, the Netherlands, France, Belgium and Ireland. The firm reported a 3% rise in sales last year to £322.1M.

Meanwhile, in November 2011 the firm revealed its in would undergo a rebranding campaign that saw the firm change from Burton's Foods to Burton's Biscuit Company.

On the heels

Mintel food and drink analyst, Amy Lloyd said that the move put Burton's Biscuits “on the heels”​ of rival biscuit firm United Biscuits.

A report by Mintel predicted that sales of biscuits, cookies, and crackers were expected to reach £2.3bn at the end of last year, a 2.7% rise on the previous year.

The report also said that the biscuit market was threatened by rising commodity costs and an inability to appeal to younger consumers.

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