Burton’s rolls out Cathedral City Crumbly Bites

Burton’s Biscuit Company has expanded its Cathedral City range with Cathedral City Crumbly Bites.

Made by Burton’s under licence from Dairy Crest, the new Cathedral City Crumbly Bites range includes two variants, Cheddar & Sweet Chilli and Cheddar & Red Onion. The bites are made with Cathedral City Cheddar, which is grated into the biscuit before being mixed with the flavours and oven-baked.

Burton’s said the new range was aimed at shoppers looking for a savoury snack to enjoy as part of a big night in or special occasion – a new area for Cathedral City’s savoury snacks line-up, which also includes its Cathedral City Baked Bites.

“Sharing savoury biscuits is the only segment driving growth in the category, meaning there’s a real opportunity for Cathedral City Crumbly Bites to add value with a new flavoured sharing proposition,” said Sital Parmar, senior marketing manager for partner brands at Burton’s Biscuit Company.

“By aligning our pack designs with the Cathedral City masterbrand, we’re giving retailers a unique opportunity to drive growth within the savoury snacking category with the nation’s favourite cheese – a household brand that’s instantly recognisable among shoppers.”

The Cathedral City Crumbly Bites are available at Tesco (rsp £1.49 each).

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