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Where Great Brands Grow

Burtons Biscuits

Burton's Biscuit Company produces some of the most iconic brands, much loved by Irish families for generations.

Brand owner Burton’s Biscuits partnered with SHS Sales & Marketing in 2016, working together to pick out a tailored solution to allow them to best achieve their sales objectives. The SHS team provides trained field sales representatives calling to multiple, convenience and wholesale channels in the Republic of Ireland. The field sales team provides a range of in-store services including direct selling and merchandising. They are given in-depth biscuits category knowledge to allow them to best advise retailers on what will work best for their channel and segments to help drive sales. Working on such iconic and strong performing brands, such as Maryland, Wagon Wheels, Toffypops, Viscount and Jammie Dodgers.

In addition to the market-leading Maryland brand, Burtons Biscuit Company continues to innovate across its household favourites (consumed by 4 in 10 Irish households), to create additional sales opportunities for retailers.

Biscuits shoppers are highly impulsive and are increasingly looking for an indulgent evening treat that can be shared with family or friends at home. Burton's Biscuit Company is introducing Ireland's €1.5m No.1 cookie brand1 into the fast-growing sharing sector with the launch of Maryland Cookie Bites - an indulgent innovation in a new pack format.

With the launch of Maryland Cookie Bites, we're meeting the growth in consumer demand for treatier biscuits that can be enjoyed as part of a night in. We've all heard of Big Night In, but Not Going Out occasions – when everyone is at home together and looking for something a little more indulgent or treaty – is a far bigger occasion and one that is in major growth.
The launch marks the latest innovation from Maryland, which experienced a +30.3% growth in 20162, successfully recruiting new shoppers whilst also encouraging shoppers to purchase the brand more frequently. We're confident that Maryland Cookie Bites will help to drive the growth of in-home biscuit consumption.

Last year, Burton's Biscuit Company launched its iconic Jammie Dodgers in a new, contemporary portion pack format, following the brand's strong +31.7% growth3. Jammie Dodgers Snack Packs offer treat size 13g biscuits in x8 twin biscuit portions, individually wrapped, in carton format for strong visibility on shelf.

Jammie Dodgers is one of the most loved and recognised kids biscuit brands, purchased by 1 in 10 households. Portion control is a growing priority for shoppers, especially among parents looking for more convenient and permissible biscuit treats for children in and out of the home.

Working closely with Burton's Customer Insights team, SHS Sales & Marketing ensure a prominent brand presence at store level to ensure the products are readily available.


1 Kantar Worldpanelonline Total Biscuits – Total Maryland Spend 52w/e 1st Jan 2016
2 Kantar Worldpanelonline Total Biscuits – Total Maryland Spend % Chg vs Yr Ago - 52w/e 1st Jan 2016
3 Kantar Worldpanelonline Total Biscuits – Total Jammie Dodgers Spend % Chg vs Yr Ago - 52w/e 1st Jan 2016

"We started working with SHS Sales & Marketing in the Republic of Ireland in early 2016, given their success we have decided to entrust them with the remit for sales and marketing in Northern Ireland from March 2017. In working to distribute and promote the product portfolio, we will provide retailers within the channel with greater access to a leading range of tasty treats and we will also be launching exciting new products as part of our commitment to driving category growth. We are very proud to be the purveyors of some of the nation’s favourite biscuits, making every day more of a treat."

Leonard O’Brennan, Burtons Biscuits Co. Business Unit Manager, Ireland