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Burton's unveils singles pack of Wagon Wheels

John Wood ·

Burton’s Biscuit Company is aiming 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.

One in five Wagon Wheels are already eaten as an out-of-home lunch accompaniment, 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,” said Isabel Lydall, category and insights controller at Burton’s Biscuit Company.

Wagon Wheels Singles will launch in March, with an MRSP of 49p.

They will be available in cases of four counter display units, comprising of 24 x 36.7g single wrapped Wagon Wheels per unit.

“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,” added Lydall.

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