Burton's Biscuit Company and Cathedral City have agreed a licensing deal to produce Cathedral City Baked Bites a savoury biscuit snack made from the cheddar.
The partnership with Cathedral City, the UK’s number 1 cheese brand, will enable Burton’s to establish a beacon brand in a fragmented savoury biscuits market currently worth £500 million) further extending its stable of well-known British brands.
Stuart Wilson, chief marketing officer at Burton’s, said the company plans to to build a strong, sustainable savoury biscuit range under the Cathedral City brand.
“We are developing a unique, high quality proposition that will take Cathedral City outside of the dairy category and into Savoury Snacking biscuits.”
To support the licensing deal Burton’s has invested almost £1million in new savoury capability at its South Wales factory.
It said the move will ensure it has the appropriate long-term infrastructure and expertise in place to produce and distribute savoury biscuit snacks across the UK.
Laura Downey, head of marketing for Cheese at Cathedral City’s parent company Dairy Crest, said there is excitement about the brand extending outside of its cheese category for the first time.
“We know that there is a huge opportunity in snacking and now there is a new way people can enjoy the nation’s favourite cheese brand,” she said.