News & Analysis on the Bakery and Snacks Industries
Bahlsen introduces summer biscuit snack in UK
By Oliver Morrison
- Last updated on
German family-run biscuit company Bahlsen has teamed up with drinks brand Baileys to bring out Baileys Squares Strawberries & Cream in the UK.
The company said the limited-edition product has been designed to tap into demand for ‘truly indulgent biscuits’ within the category, while also aligning with the iconic British summertime flavour combination of berries and cream, that consumers ‘know and love’.
The new biscuit is composed of a smooth centre layer infused with the taste of Baileys Strawberries & Cream, sandwiched between a light wafer biscuit and a continental milk chocolate square.
Julien Lacrampe, Trade Marketing Manager at Bahlsen said: “Through the success of the Special Treats category we’ve witnessed the increasing consumer appetite for truly indulgent biscuits and we’re thrilled to be able to expand our offering to continue to meet this demand. Marrying together two much loved treats, that are Bahlsen biscuits and Baileys Strawberries & Cream, we’re confident that this new product launch will become a firm favourite amongst consumers.”
Bahlsen Baileys Squares Strawberries & Cream are available in UK supermarket Waitrose from late April in 125g packs (12 biscuits) with an RRP of £1.79.