Such a sweet tooth

Emma Jeans has introduced a new variant to the Holy Molys family; a mint biscuit bar

The Irish have a notorious sweet tooth. As a nation, there’s nothing we love more than having something ‘nice’ with a cup of tea or as a snack. The biscuit category has suffered some decline due to the economic downturn but it has remained a buoyant sector. Fiona Donnellan looks at the major players in the sector who are constantly innovating and pushing the boat out in order to remain top of the heap

Brand Central

10 September 2013

Share this post:

Biscuits

AT A GLANCE: BISCUITS

Irish retail bakery sales have experienced solid growth over the past five years, with a modest upward trajectory projected for the next five years, as health-driven innovation boosts returns (Source: Mintel)
The sweet biscuits category is one of the most expandable categories in ambient grocery and currently covers 30% of total snacking occasions
Jacobs, McVities Ireland Ltd and Burton’s Foods Ltd are the market leaders in the Irish biscuit category (Source: Euromonitor)
Burton’s Biscuit Company is Ireland’s number one cookie brand (Source: Kantar 52 w/e 12 May 2013)
McVitie’s Digestives is a much loved brand with Irish consumers and is currently worth €7.9 million (Source: Nielson MAT to 14 April 2013)
McVitie’s has officially been ranked the eighth top FMCG brand in Ireland in a recent report conducted by Kantar Worldpanel
Oreo is the world’s favourite biscuit and is found in one in every four households in Ireland (Source: Euromonitor and Kantar Worldpanel)

In today’s retail market, companies with established brands cannot afford to become complacent. The battle is on for consumers and product innovation; advertising and engaging with the customer is essential in maintaining market share. Consumers have less disposable income for luxury products but the Irish shopper still has a sweet tooth! There is a lot of scope for innovation within the sector to attract new customers. Value-for-money and quality products will guarantee repeat footfall from impulse customers.

Have a Holy Moly moment

Now that Holy Molys has cemented its place on retailers’ shelves, the brand is growing from strength to strength. The tasty biscuit bars are gaining momentum in the public eye and are firmly part of many household weekly shopping lists. The bars are individually wrapped in a box of six, perfect for indulging with the family or on-the-go. With the bar’s unique features, the whole family is hooked. Kids love the funny holes in the biscuit bar as well as the crunchy taste, playful name and colourful packaging.

Emma Jeans is introducing the newest addition to the Holy Molys range – Holy Molys Mint. These biscuit bars are filled with a smooth mint cream layer covered in dark chocolate. Holy Molys Mint biscuit bars are individually wrapped in a box of six. The design of the bar will appeal to children, along with the colourful packaging and great taste. With their unique features, Holy Molys are ideal for any sweet treat occasion. The new variant will appeal to all mint lovers out there.

Agnes Chvojka, brand manager for Flanagan’s Foods says: "Holy Molys Mint are sure to enhance the biscuit category. Keeping with the same eye-catching, premium packaging as the caramel variant, the Mint Holy Molys are another stand-out winner for the biscuit aisle. Not only that, but they taste great too." For more information or to stock Holy Molys, contact Flanagan’s Foods on 01 450 6100 or log onto www.holymolys.com.

Gooey goodness

MaryLandGooeys

Burton’s Biscuit Company is continuing to innovate and invest in its market-leading power brands with the introduction of Maryland Gooeys, a new and innovative range of Maryland Cookies from Ireland’s number one cookie brand.* Maryland Gooeys offer consumers a brand new eating journey. These crunchy choc chip cookies are filled with a gooey chocolatey centre, offering a new experience in the biscuits category. The three variants – Chocolate, Hazelnut and Triple Choc – are available in 160g packs (10 cookies per pack). Research by Burton’s Biscuit Company shows that Maryland Gooeys are very appealing to families and scored significantly higher than competitors.

Maryland Gooeys

The Maryland range includes the classic Maryland Choc Chip Cookie, Double Choc and also Choc Chip & Hazelnut Cookies (available in PMP and non-PMP), Maryland Monster bags (available in Choc Chip and Double Choc), Maryland Big & Chunky Cookies in four tasty variants and also mini Maryland Cookies snack packs. Now with Maryland Gooeys to add to the range, there really is something for everyone.

Burton’s Biscuit Company, one of Kantar’s 100 most chosen FMCG master brands**, will continue to invest in Maryland, one of its power brands, and bring exciting innovation to the biscuit category.

*(Source: Kantar Worldpanel Ireland, 52 w/e 12 May 2013)

**(Source: Burton’s Biscuits Range- Ranked 86th by Kantar Worldpanel 2013)

New range from old favourite

Enjoyed by Irish families for generations, McVitie’s has a large biscuit portfolio of much-loved iconic brands including McVitie’s Digestives, Jaffa Cakes, Rich Tea, HobNobs and Penguin. McVitie’s has now officially been ranked the eighth most chosen FMCG brand in Ireland in a recent report conducted by Kantar Worldpanel. The study tracked shopping behaviour of over 3,000 Irish households; in order to provide a clear picture of the brand’s reach and frequency of purchases.

McVitie’s Digestives is a much loved brand with Irish consumers and is currently worth €7.9m*. Digestives have all the goodness of wheat with their crumbly texture, original flavour and satisfying nature.

McVitiesCheesecakecreams McVitie’s strives to delight with every biscuit made and continues to invest in product quality and new product development in order to remain a firm family favourite for generations to come. Whether you prefer your biscuits simple and satisfying, smothered in chocolate, or even with a chewy caramel twist, McVitie’s Digestives believes the brand is a ‘must-have’ for anyone’s biscuit tin.

Double Chocolate Digestives were launched earlier this year and appeal to chocolate lovers everywhere. A mix of chocolate flavoured Digestive biscuits with chocolate chips and half coated in milk chocolate, these provide a true chocolate hit. Now Digestive lovers also have the chance to treat themselves to an satisfying range of new Cheesecake Creams. The brand states that McVitie’s Digestives have always been considered an essential ingredient for making a great tasting cheesecake, offering the perfect combination of sweetness and crunch. McVitie’s new range addition takes this intrinsic link one step further by offering consumers a mouthful of cheesecake without all the hard work, to be enjoyed at any time of the day.

Available in two flavours, vanilla and lemon; McVitie’s says its cheesecake-inspired biscuits will not disappoint. They are comprised of a cheesecake flavour cream filling sandwiched between two McVitie’s Digestives biscuits.

*(Source: Nielsen MAT to 14 April 2013)

Perfect lunchtime treat

Lunchboxes come in weird and wacky shapes, sizes and colours, but what’s inside doesn’t often get families excited when the lunch hour strikes. To cheer up lunchtime, Oreo the world’s favourite biscuit*, found in one in every four households in Ireland**, has announced the arrival of new Oreo Two Biscuit Snack Packs. The handy new two biscuit snack pack fits snugly in all types of lunchboxes and is available in original and chocolate crème. The two biscuit snack packs are the latest addition to the Oreo biscuit family which includes: the classic Oreo, Oreo chocolate crème, Double Stuff and the baby of the family Mini Oreo.

* (Source: Euromonitor International 2010)

**(Source: Kantar Worldpanel Data 52 w/e 28 Oct 2012)

Q&A with…David Costello, category and activation controller, Burton’s Biscuits

What are the key factors that led to your brand being listed in Kantar Worldpanel’s 100 most chosen FMCG master brands in Ireland?

Burton’s Biscuit Company is maintaining high levels of growth this year by focusing on major investment and innovation in its market-leading power brands, including Maryland. Being ranked as the number one cookie brand is testament to the quality and taste of the Maryland brand. With sustained investment, Burton’s can maintain high levels of consumer awareness and demand and innovation is the key to brand growth, generating excitement and interest amongst consumers which, in turn, leads to increased sales and profits.

What do you believe to be at the core of your brand?

Innovation, investment and profit-boosting new product development (NPD). Focusing on our power brands via an extensive innovation programme, supported by significant brand investment, is at the heart of everything we do and has helped us to grow our market share. One of this year’s highlights has been the launch of Maryland Gooeys, a new and innovative range of Maryland Cookies. Maryland Gooeys are crunchy choc chip cookies filled with a delicious, chocolatey, gooey centre, offering a new experience in the biscuits category. The three variants – Chocolate, Hazelnut and Triple Choc – are available in 160g packs (10 cookies per pack).

Is there anything new or different planned over the coming months?

We will continue to maintain our successful focus on innovation and brand investment as well as responding to changes in the marketplace. NPD, tailored promotions and in-store activity will continue to play a key role in driving the growth of our business.

What advice would you offer retailers to help drive sales in your category?

Make sure you stock the top-performing brands your customers are actively seeking in-store. The sweet biscuits category is one of the most expandable categories in ambient grocery and currently covers 30% of total snacking occasions, leaving lots of scope for growth. I would also advise retailers to use secondary displays as a way to drive incremental sales and to highlight promotional offers in-store.

Share this post: