Hill Biscuits has launched its first-ever savoury product in 170 years of bakery manufacturing.
The Manchester-based firm revealed it partnered with Cerealto UK – the company that acquired the majority of its shares from LDC last year – to introduce a new line of classic cream crackers to market, branded as Simply Savoury by Hill Biscuits.
It launches today (23 June) in 300g packs as well as snack packs containing two crackers, initially to the wholesale and foodservice sectors ahead of a wider rollout at retailers.
The NPD is said to come in direct response to growing consumer demand for quality, value-for-money savoury options and an evolving snacking market.
“Following our acquisition by Cerealto in July 2024, we recognised an opportunity to diversify our product range as Cerealto UK already manufactures a wide range of sweet biscuits and savoury products,” said Brendon Ward-Banner, CEO of Cerealto UK and the former CFO at Hill Biscuits.
“Entering the savoury category in biscuit baking felt like a natural and exciting progression for the business whilst staying true to our values of quality, tradition and affordability,” he added.
The Simply Savoury by Hill Biscuits range is to be extended later this year with scalloped crackers in flavours of Sea Salt & Black Pepper and Rosemary.
“The launch of the new savoury products solidifies our commitment to join both businesses by collaborating on projects such as these, as Hill strategically enters the market with Simply Savoury, destined for cheese boards, snack boxes and everyday grazing,” reflected Ward-Banner.
Hill Biscuits was founded in a small shop in 1855 by Sarah and John Hill. In 1893, the business moved into Tudno Mill, a two-acre site in Ashton-under-Lyne, Manchester, where it remains today. Frank Hill, who was CEO at the time and has since stepped down, previously discussed a £2m investment plan to deliver key projects to help meet increased demand for its value-for-money products including Custard Creams and flavour variants, Coconut Rings, Ginger Rings, Bourbon Fingers, Fruit Shortcake, Malted Milk, Digestives, and Gingerbread Men.
Cerealto UK is a portfolio company of Davidson Kempner Capital Management and Afendis Capital Management.
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