Cat eri n g Foc u s B u si n ess
TOP OF THE RANGE TREATS Border Biscuits’ new look is set to create its own section of the market, which could sit well with garden centre cafes’ premium offering
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hey’re typically the treat awaiting you in your hotel room, if you’re fortunate enough to stay in a hotel which offers them. Or you might come across them in a café and have them as a treat with your tea. Either way, Border Biscuits are always a treat. The premium biscuit brand knows it, too, and it’s now ramping up its efforts to make its products more accessible but without losing its stature. It is calling this “untapped segment” of the market “accessible premium” and has revealed a new look and identity to its range to appeal to consumers looking for more than an “everyday” product. The family-owned biscuit brand is calling the move the biggest in its 38-year history as it seeks to “maintain and unlock new opportunities”. Garden centres are one of the markets Border Biscuits is looking to tackle, as cafes continue to be an important add-on to these retailers. The company says its biscuits are already consumed across 90 million occasions per year, which it believes is down to the success of its Mini Packs as well as its Dark Chocolate Ginger and Classing Sharing Pack in the retail channel. The Mini Packs are so popular, in fact, that one is eaten every second in the UK. But how can products such as these, which are individually wrapped, appeal to the conscious consumer? It’s something which Border Biscuits has already considered and has taken action to improve its green credentials. Its plastic packaging, for instance, has been reduced by 90%, and over the course of the next year an additional two tonnes of plastic will be removed from Border Biscuits’ packaging, as the ini ac l is now fully recycla le. y order Biscuits is aiming for all packaging to be recyclable. Paul Parkins, managing director at Border Biscuits, co ents We e identi ed a real opportunity for Border Biscuits to lead the accessible premium category. We understand what consumers want, and our trusted brand and track record in innovation mean we’re in the perfect position to deliver it. “We’re passionate biscuiteers who pride ourselves on being an honest brand that uses uality in redients with fla ours that co e fro authentic family recipes which have been developed over the years. We’re already the number one premium biscuit brand out-of-home in the UK, and now we’re using our success in Scotland as a springboard for future growth in a category
www.gardencentreretail.com
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with huge potential UK-wide. Our aim is to be the number one accessible premium biscuit brand across the market.” The new Border Biscuits brand refresh will be rolled out across the portfolio in April. The rand refresh will e supported with a rand in est ent and si ni cant capital in est ent. ◗
Border Biscuits Mini Pack range
Border Biscuits Mini Packs 100 is made up of the following products: iennese Whirls hocolate oo ies utterscotch runch hort read in s olden at ru les Other pack sizes include Mini ac and ini ac to suit all customers. The Mini ac contains sin le iscuit pac s.
www.border.co.uk
Garden Centre Retail April/May 2022
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06/04/2022 16:19