Biscuit range expands

Arden Fine Foods has extended its Arden’s brand and revealed the new ‘Petites’ range of continental sweet biscuits that will be on sale in Waitrose in the UK from July.

This range of smaller mouth-sized biscuits is packaged in complementary light pastel colours and extends the brand range to include eight new lines: Mini Toffee Waffles, Chocolate Pastry Rolls and Fig Pastry Rolls from Holland; Butter Puff Pastry Sweethearts from Switzerland; Florentine Clusters from Germany; and various flavoured Macaroons from Italy.

This expansion by the West Midlands-based business sees them returning to a category they understand only too well, having imported premium quality biscuits for over 20 years.

Gail Nelson from Arden Fine Foods says: “From market research and consumer insight we felt that innovation in the continental biscuit category was long overdue. So, with the help of food psychologist Greg Tucker of the Marketing Clinic in Cambridge, Arden’s has developed an elite range of small and deliciously moreish sweet biscuits.

“Greg helped us to establish the key moments in the customer taste journey, understanding what the key drivers of desire and loyalty were, which in turn helped us to identify ranging opportunities as well as key communication messages.”

He explains: “It is the emotional benefits and the mood delivered that is the key to preference and loyalty. Petites are specifically designed to have an engaging taste journey consumers love and a texture that reinforces the emotional benefits that they seek. I have no doubt that Arden’s new range of Petites are going to be a huge hit with customers and keep them coming back for more.”

This is a significant piece of investment for Arden Fine Foods but one that they are confident will bring some excitement to the category.

The Petites launch will be backed with PR, digital media activity and price promotions to encourage trial.