Burton’s unveils Wagon Wheels Teacake

Burton’s has spruced up its Wagon Wheels range to debut what it described as a “less filling” teacake variant.

Rolling out now, Wagon Wheels Teacakes contain mallow and jam, as well as the “distinctive taste and texture” of the iconic biscuit, the brand said.

“We’re introducing a modern twist to a traditional teacake, targeting value-conscious consumers looking for a great-tasting, but slightly less filling treat that’s ideal for sharing with friends and family,” said Mandy Bobrowski, UK and Ireland marketing director for Burton’s Biscuit Co.

The snack is being sold in packs of eight (rsp: £0.70/120g).

The manufacturer has been focusing on NPD across its portfolio in recent months with the launch of a Lemon Twist variant of Jammie Dodgers, Maryland Big & Chunky Biscuits and Crisp ‘n’ Fin.

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