Lanark-based Border Biscuits has made a landmark deal with Sainsbury’s that will see the independent biscuit maker more than double its presence in the supermarket giant’s stores.
Border’s retail range will now be stocked in almost 1,400 Sainsbury’s branches across the country. Over 200 of those will now carry 15 SKUs from the company’s range, including four debut products.
Following its first foray into the fast-growing ‘chocolate biscuit bar’ category with its Dark Chocolate Ginger Bars, Border’s is launching two new flavoured bars: Milk Chocolate Ginger Bars and Dark Chocolate Ginger & Orange Bars.
Meanwhile, as lockdown measures ease and on-the-go snacking makes a comeback, the company is unveiling a ‘Snack Pack’ format, featuring twin individual-wrapped mini packs.
Completing the line-up of new additions launching across Sainsbury’s, a Luxury Chocolate Sharing Pack features two new Border Biscuit varieties in the form of Dark Chocolate Raspberry and Milk Chocolate Salted Caramel. The two new flavours are joined by the brand’s famous Dark Chocolate Gingers, Light & Chocolatey Viennese Whirls and Milk Chocolate Shortbread Rings.
Alex Sano-Davies, Head of Grocery at Border Biscuits, said: “With snack brands dominating new product development last year, our own innovation pipeline has been key in the expansion of this brilliant partnership with Sainsbury’s.
“Driven by the needs of modern consumers, the range further cements Border Biscuits as a genuine category innovator, while placing us one step closer to achieving our ambitious growth targets for 2021 and beyond.”