The announcement follows confirmation in June that Burton's had been acquired by Italian spreads and confectionery giant Ferrero from Ontario Teachers' Pension Plan Board for an undisclosed sum. As part of the transaction, Ferrero took over Burton's Biscuit Co's six production facilities in Blackpool, Dorset, Durham, Isle of Arran, Livingston and Llantarnum.
Burton's said the foodservice launch marked its biggest investment in the channel and coincided with the rebrand of its Bronte OOH biscuits range, which was acquired as part of its acquisition of Paterson Arran in 2019.
The new division would seek to strengthen the business's OOH proposition, increasing listings and distribution while continuing to support existing customers, Burton's said.
Wills Jennings, director of foodservice sales at Burton’s Biscuit Company, said the new division marked an 'important milestone in the company strategy to deliver growth'. It represented 'a continued commitment and investment by Burton’s to bring new and exciting products in foodservice relevant formats to market', he added.
Available at various wholesalers, the rebrand of Bronte will build on the success of the long-established brand, strengthening its presence in the competitive biscuit market.
“Bronte has a strong heritage; however the old branding did not truly convey our product quality," said Jennings. "The new logo and packaging are the result of extensive research and now boast a premium look, designed to reposition Bronte as a contemporary brand that hospitality outlets would be proud to serve to their guests.”
New flavours and formats
The Bronte range relaunch introduces new flavours and formats across sweet and savoury snacking, designed to ensure there is a product for all channel requirements and budgets.
The rebranding of Bronte forms part of Burton’s wider strategy for the channel, with further branded NPD planned to enhance Burton’s Foodservice's offering.
In March, Burton's announced that it was creating more than 40 new jobs at its flagship Llantarnum bakery in Wales.