Burton’s Biscuit Company is aiming to bolster the ‘Out of Home’ biscuit market with the launch of a range of ‘single serve’ packs for adults, which will be supported by the Burton’s ‘Snacks to Go’ app – the company’s first mobile application, aimed at the impulse channel.

Burton’s is initially launching three single serve packs featuring some of Britain’s best known biscuit brands. The range includes a 30g Maryland Gooeys twin snack pack and a 40g bag of bite size Maryland Choc Chip Cookies, both available as 39p price marked packs (PMPs) and plain packs (rrp 45p).

The range also includes a 40g pack of Cadbury Fingers (Minis), in a plain pack with an rrp of 45p.

To coincide with the launch, the company has also commissioned its first mobile application. Aimed at independent and convenience retailers, the ‘Snacks to Go’ app offers insight into the new range, with the full snacks to go product catalogue, retailer testimonials, category management advice and the option to purchase in-store POS, among its features.

Retailers will also be able to take advantage of exclusive offers and competitions.

The app is free and available for download on iPhone and Android handsets.

“This is a major category-boosting move that will create a host of new eating occasions for sweet biscuit treats to be enjoyed out of the home,” said David Costello, Burton’s Biscuit Company’s head of customer category management.

“Sweet biscuits are already the number one choice for snacking in the home, but people have a very limited offer of traditional treat biscuits when they’re on the move so we are enabling retailers to plug a huge gap in the market.

“Other categories associated with consumption in the home have adapted to changing consumer lifestyles, and developed an out of home offering, but traditional biscuits have been slow to do so.

“That’s all about to change as the ‘single serve’ packs will accelerate the growth of the treatier biscuit sector, currently the only sector of the Take Home Biscuits market that’s in growth.”

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