Available in two variants – Cheddar & Sweet Chilli and Cheddar & Red Onion – the biscuits are aimed at consumers looking for snacks to enjoy on special occasions.
Burton’s makes the biscuits using Dairy Crest’s Cathedral City Cheddar, which is grated into the mix before they are oven-baked until golden.
Commenting on the launch, senior marketing manager for partner brands Sital Parmar said: “Sharing savoury biscuits is the only segment driving growth in the category, meaning there’s a real opportunity for Cathedral City Crumbly Bites to add value with a new flavoured sharing proposition.
“By aligning our pack designs with the Cathedral City masterbrand, we’re giving retailers a unique opportunity to drive growth within the savoury snacking category with the nation’s favourite cheese – a household brand that’s instantly recognisable amongst shoppers.”
Cathedral City Crumbly Bites are available in Tesco stores at a recommended retail price of £1.49 for a 100g pack. Burton’s said it expected to roll out the snack to other stores over the coming months.
Meanwhile, in recent new product launch news, snacking brand The Primal Pantry has added a new multipack value offering to its range.