Burton’s Biscuit Company is hoping to broaden the appeal of Wagon Wheels with its new individually-wrapped biscuit singles.

Wagon Wheels Singles

The new on-the-go format, aimed specifically at the convenience channel, will be available from next month with an rrp of 49p.

“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.

“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.

The new single pack Wagon Wheels will be available to c-stores in cases of four counter display units, comprising of 24 x 36.7g packs. Each unit will also feature product branding, designed for till points or hot drinks counters.