Bahlsen has launched strawberries & cream biscuits in collaboration with liqueur brand Baileys.
The Baileys Squares Strawberries & Cream biscuits comprise a strawberry & cream centre, sandwiched between a wafer biscuit and a continental milk chocolate square.
Created in collaboration with Baileys brand owner Diageo, it blends strawberries with vanilla and Original Irish Cream.
The limited-edition product is designed to tap demand for truly indulgent biscuits, while also aligning with the British summertime flavour of strawberries and cream, said the company.
“We’ve witnessed the increasing consumer appetite for truly indulgent biscuits and we’re thrilled to be able to expand our offering to continue to meet this demand,” said Julien Lacrampe, trade marketing manager at Bahlsen.
“Marrying together two much-loved treats – Bahlsen biscuits and Baileys Strawberries & Cream – we’re confident this new product launch will become a firm favourite among consumers.”
Launching exclusively in Waitrose, the biscuits will be supported by an online and in-store shopper marketing campaign, including banners on Waitrose.com, social media, digital displays and aisle fins in store.
The campaign will accompany Waitrose shoppers all the way through their path to purchase, and incorporate an exclusive shopper competition on the Waitrose website for consumers, it added.
With every pack of Baileys Squares Strawberries & Cream purchased online and in-store, shoppers will be able to enter a competition to win private tennis lessons.
Baileys Squares Strawberries & Cream is available now in 125g packs of 12, with an rrp of £1.79.