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UK biscuits case study: refocusing product lines towards health and premium trends
Company Profile, September 2007, 236  €


Description

IntroductionThis report on UK biscuits forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors.
It looks at three UK manufacturers, United Biscuits, Burton's Foods and Northern Foods, showing how they have focused on realigning their brands to fit with the health and premium trends to enhance their biscuit sector performances.ScopeHighlightsReasons to PurchaseGain insight into the methods used by important industry players to give them a competitive edge Identify specific areas for operational improvements Capitalize on the knowledge of experienced companies when entering a new niche or market

Sommaire
 
DATAMONITOR VIEW 1
CATALYST 1
SUMMARY 1
ANALYSIS 2
Introduction 2
United Biscuits restructures its biscuit business, introducing new premium lines 2
The UK's leading sweet biscuit company has sold off a number of brands in recent years to cope with the changing market 2
The company's latest sweet biscuit launches include new healthier, indulgent and impulsive product lines 2
United Biscuits focuses on health with the launch of Fruitsters and the repackaging of existing brands to stress their 'healthy' ingredients 3
The McVitie's Moment brand is promoted as an indulgent treat through a new marketing push 3
The Minis line comes in smaller sizes to target impulse sweet snack purchasers 4
Burton's Foods addresses intense competition with new premium biscuit varieties 4
Burton's Foods' new owner announces job cuts amid fierce competition, leading to worries the owner will source jobs abroad 4
The company launches Bertolli Savoury Nibbles, seeing potential growth in savory biscuits 5
Burton's launches an organic biscuit range to exploit the potential of this sector 6
Northern Foods undergoes biscuit brand overhaul, while investing heavily in Fox's marketing 6
Northern Foods reorganizes the biscuit sector, concentrating on 'Every Day' biscuits, seasonal and retailer own brands 6
The company undertakes greater investment in the Fox's brand, promoting it as a quality biscuit 7
The company launches a range containing only natural ingredients to target consumer interest in health and authenticity 7
APPENDIX 8
Case study series 8
Methodology 8
Secondary sources 8
Further reading 8
Ask the analyst 8
Datamonitor consulting 9
Disclaimer 9
List of Figures
Figure 1: Recent launches from United Biscuits target the health and premium trends 4
Figure 2: Burton's new savory biscuit range, Bertolli Savoury Nibbles 5
Figure 3: Northern Foods' indulgent and healthier biscuit ranges target the health, authenticity and premiumization trends 7
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