Biscuit manufacturer Borders Biscuits is investing £3.5m to help drive sales of its Dark Chocolate Ginger product.
Border said sales of the biscuit, which is the firm’s bestseller, have risen 38% in the past two years. It is now using the product to lead its business strategy.
Border Biscuits is launching a nationwide campaign called Famously Fiery, which will include advertising, TV sponsorship and online media content. It hopes this will increase its market share within the special treat category.
“For the last 35 years, the flavours in our traditional recipes have played an important role in our customers enjoyment of our beautifully crafted biscuits,” said John Cunningham, managing director at Borders Biscuits.
“The decision to focus on our hero biscuit, the Dark Chocolate Ginger and our new Famously Fiery campaign is a reflection of this. We are a growing family-owned business and we have an ambitious strategy to continue to build sales.
The campaign follows the Scottish business removing over 90% of the plastic from its packaging. The changes save 537 tonnes of CO2 from the manufacturing process each year and reduce the overall weight of the packaging by 50%.
“A key focus over the last 12 months has been innovating to reduce single-use plastic. We know our customers are concerned about the environment and the new packaging means we can address this without compromising the quality of our biscuits. Consumer feedback since the packs were introduced has already been overwhelmingly positive,” added Cunningham.