Border Biscuits reveals £190m biscuit opportunity for wholesale channel

Border Biscuits is attempting to evolve its offering by unveiling itself as a premum product with a new brand identity.

The company claims there is a £190m opportunity in the category for wholesalers, with the new packaging formats and products tapping into the latest trends.

Available to wholesalers from March, the new packaging will roll out across the wider portfolio in April. The brand refresh, meanwhile, will be supported with a £5m brand investment and significant capital investment.

Read more: How can suppliers improve their biscuits and cakes category

Border is already the UK’s number one premium biscuit brand in the out-of-home channel[1] – and the number one premium biscuit brand in Scotland – the new look and feel is part of a brand-new strategy for the family-owned biscuit brand as it looks to maintain and grow its success across wholesale.

Following extensive consumer research and a complete brand review, Border Biscuits has identified an untapped segment within the biscuits category – accessible premium. Consumers are now looking to trade up from ‘everyday’ products to more premium options that they can enjoy across ‘many moments’ throughout the day – whether they’re looking to buy a pack of special biscuits at the supermarket ahead of entertaining friends or visiting a café for a memorable cup of tea and a sweet treat. The research also revealed there are few premium-yet-affordable offerings in the biscuit category, meaning many customers end up looking for sweet treats in other categories.

Border Biscuits are already consumed across 90 million occasions per year4, led by the success of its Dark Chocolate Ginger biscuit and Classic Sharing Pack in the retail channel, as well as its Mini Packs in the out-of-home channel where one pack is eaten every second of every day in the UK[2]. Border Biscuits is now leveraging its new look, range, formats, flavours, and quality to encourage both retailers and operators to elevate their biscuit offering in line with the brand’s new identity and tap into this consumer demand for accessible premium options.

As part of the re-brand, the business is also adding to its portfolio three new products for retail – a Dark Chocolate Orange biscuit and bar, alongside a Dark Chocolate Raspberry biscuit. Chocolate is the nation’s favourite flavour, and Border’s NPD demonstrates that the brand is led by genuine consumer insight, tapping into the latest trends within the sweet snacking category.

Paul Parkins, managing director at Border Biscuits, said: “We’ve identified 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 already outperforming the market in a growing category[3], and the brand repositioning will help retailers benefit from increased sales in the accessible premium category.”

“We’re passionate biscuiteers who pride ourselves on being an honest brand that uses quality ingredients, with flavours that come from authentic family recipes which have been developed over the years. We’re already thenumber 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 with huge potential UK-wide. Our aim is to be the number one accessible premium biscuit brand across the market.”

Border Biscuits Mini Pack range

Border Biscuits Mini Packs 100 is made up of the following products:

·       2 x Viennese Whirls (30g)
·       2 x Chocolate Cookies (30g)
·       2 x Butterscotch Crunch (30g)
·       2 x Shortbread Rings (30g)
·       2 x Golden Oat Crumbles (30g)

Other pack sizes include Mini Pack 48 and Mini Pack 150 to suit all customers.
The Mini Pack 150 contains single biscuit 20g packs.

Border Biscuits NPD

Border Biscuits Dark Chocolate Orange Bar
MRRP: £1.75, 144g

Border Biscuits Dark Chocolate Orange Biscuit
MRRP: £1.85, 150g

Border Biscuits Dark Chocolate Raspberry Biscuit
MRRP: £1.85, 150g

[1] IRI SalesOut 52we 02.01.22; BidView we 02.01.22 (data from UK’s two largest OOH wholesalers Brakes & Bidfood)
[2] 2021 Border Sales out report
[3] In the 12we to 23.01.22, Border are ahead by +9.7% vs Sweet Biscuits +2.7% (Nielsen)


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Paul Hill is the Editor of Better Wholesaling. He can be found on Twitter at @BW_PaulHill, or contacted via and 07960935659.


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