The brand’s wagon logo has been dropped from packaging and a Caramel flavour added to its permanent lineup, its first NPD since 2009.
As part of the refresh, Burton’s is launching a £2.5m multi-channel marketing push, which updates the Wagon Wheels’ Wild West message with a sci-fi theme.
An advert will air in cinemas nationally next week (30 March) to introduce the concept and encourage viewers to visit a branded blog that plays on the idea of the marshmallow inside the biscuits being actually alien ‘martian mallow’.
Additional activity will include in-store promotions and sampling initiatives in supermarkets across the UK.
The biscuit manufacturer hopes the “unorthodox” approach to refreshing Wagon Wheels will ensure it is viewed as an innovative product, after research it commissioned revealed that teenagers want innovation in both their snacks and promotions.
Steve Newiss, chief commercial officer at Burton’s Biscuits Company, says: “Since Ben Clarke became CEO of Burton’s, this [innovation] is one story he has preached over and over again. You win if you innovate. Obviously, there are always different degrees of success in innovation.
There are certain bits where people know there is going to be a short life cycle and bits where you hope there will be a longer life cycle, but you need to bring new news to the market.
“That is the beauty of the British market. Because of the pressure of it, it makes you think outside the box. It is a great place to take ideas from.”
Rival manufacturer, United Biscuits has also set its sights on raising its profile among younger consumers, with the brand launching a new biscuit range, Quirks, at the turn of the year to appeal to the demographic.