Burton’s Biscuit Company is set to broaden the appeal of Wagon Wheels with the introduction of individually-wrapped Wagon Wheels single packs, a new, on-the-go format aimed specifically at the convenience channel.


The launch of Wagon Wheels Singles follows a successful year for the growing brand, currently bought by almost 1 in 5 households with annual sales of £18.6m, up 8.6% year-on-year*1.  As one of the UK’s best-loved biscuit brands, Wagon Wheels create an epic sense of adventure with their unique marshmallow centre, sandwiched between a crunchy biscuit and smothered in chocolate flavour coating.


1 in 5 Wagon Wheels are already eaten as an out-of-home lunch accompaniment*2, highlighting the opportunity for a new ‘grab and go’ variant. “With Wagon Wheels Singles, we’re tapping into the key food-to-go mission, enabling retailers to drive sales from impulse purchases of a well-loved biscuit brand,” says Isabel Lydall, Category & Insights Controller at Burton’s Biscuit Company.


Providing a substantial on-the-go snack, Wagon Wheels Singles will launch in March, with an MRSP of 49p.


They will be available in cases of 4 counter display units (CDU), comprising of 24 x 36.7g single wrapped Wagon Wheels per unit, each branded to create an impactful display unit, ideal for positioning at till points or on hot-drinks counters to drive impulse sales.


“Range rationalisation remains a key focus for many retailers, who at the same time recognise the need to tap into consumer need states to drive sales. With so many products vying for space, stand out on shelf generated by instantly recognisable brands such as Wagon Wheels has become key to driving impulse purchases,” adds Isabel.




*1: Nielsen Mults & Kantar Value w/e 03.11.2018

*2: Kantar w/e 28.12.2019


Author: kimbarnard

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