Fox’s Burton’s Companies (FBC) has today (3 June) announced it has become the UK and Ireland distributor for Royal Dansk Butter Cookies, to increase the brand’s presence in the region across multiple grocery, discount, variety retail and impulse channels.
FBC hopes to unlock the brand’s existing potential as a seasonal favourite, particularly around core seasonal events such as Christmas, Easter, Eid and Diwali, as well as gifting occasions like Mother’s Day, it says.
FBC has ambitions to double the butter cookies market in the next few years through the premium, but affordable tins, which will be fully supported with in-store activations and field sales. It aims to deliver against the brand’s year-round consumption potential in the UK and Ireland, following the blueprint of the brand’s success in the US, where Royal Dansk is the Danish Butter Cookie market leader.
First produced in 1966, Royal Dansk has been delighting biscuit lovers worldwide with the highest quality 26% butter cookie assortments. Packaged in the iconic blue tin, the brand is a staple for many families’ holiday gatherings, gifting and everyday moments.
David Hebson, trade marketing director, said: “Royal Dansk is one of those sought-after brands that UK shoppers are often on the lookout for, but don’t come across in most grocery retailers. The brand’s heritage, iconic blue tin, delicate crisp texture and very buttery recipe are something that we’re excited to bring to more UK and Ireland shoppers than ever before.
“A truly premium, recognisable brand of butter cookies felt like an obvious gap in the FBC portfolio and we’re excited about the opportunities Royal Dansk brings as we continue our journey towards our goal of becoming the number one biscuit business in the UK and Ireland.”
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