Burton’s Biscuit Company has today announced a US distribution partnership with International Food Associates (IFA) to realise a projected $100m (£66.1m) business ambition in the US.
IFA will support Burton’s expansion plans for the US premium cookie sector by harnessing its network to deliver products efficiently to market.
Driven by the Cadbury brand, which Burton’s manufactures under licence, projected $100m business hopes have been forecast for the medium term.
The $548m US premium cookie sector accounts for 12% of total US cookie sales [IRI Total US FDMx 52 w/e 28 Dec 2014], and this new partnership represents a significant refocus on overseas growth.
The Cadbury Fingers range has been adapted for US consumers and will include Milk Chocolate, Dark Chocolate and Salted Peanut Crunch varieties. It will be supported with consumer and trade marketing activity to up awareness. Feedback from retailers shows they are enthusiastic about adding Cadbury to their shop aisles.
Stephen Carson, director of international business development at Burton’s, said: “With a $548m market opportunity in the US, this partnership is a crucial springboard for future growth.
"Whilst our existing international presence has built an awareness of Burton’s products, our renewed focus will build our global marketplace and drive success. Working with IFA will ensure we are maximising our US distribution and capitalising on the premium cookie sector.”
Don Cook, IFA president, said: “Working with a long-standing British brand, we’re confident our retailer network will respond well to Burton’s iconic products.
"Burton’s ambitious growth strategy marries with our drive to capitalise on this sector opportunity and our extensive network will deliver products quickly and efficiently to market.”