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Burton's unveils singles pack of Wagon Wheels
01 March, 2019

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.


As the Government is urged to publish its plans for E10 by the All Party Parliamentary Group (APPG) for British Bioethanol, would you welcome the introduction of E10 as the right next step in cutting automotive carbon emissions?