Burton’s Biscuits moves into foodservice

Burton’s Biscuits has launched into the out of home (OOH) sector with a dedicated foodservice division.

The move marks the company’s biggest investment in the channel, which coincides with the rebrand of its Bronte OOH biscuits range, acquired as part of Burton’s acquisition of Paterson Arran in 2019. The new division will look to strengthen the company’s OOH proposition under the ‘Burton’s Foodservice’ Masterbrand, increasing listings and distribution while continuing to support existing customers.

Wills Jennings, director of foodservice sales at Burton’s Biscuits, said the new division marked an: “important milestone in the company strategy to deliver growth, representing a continued commitment and investment by Burton’s to bring new and exciting products in foodservice relevant formats to market.”

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. 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,” said Jennings.