Expansion into Biscuit Market

Proper Cornish Food Company, the UK's leading handmade pasty manufacturer, is expanding into the strong premium snack market* with its new range of ‘grab and go' mini Cornish shortbread biscuits. This significant move marks the company's first venture into brand extension, and utilises the added expertise and diversification opportunities gained through its successful acquisition of iconic Cornish biscuit brand, Furniss of Cornwall.

 

Comprising Cornish Clotted Cream Mini Shortbread Fingers and All Butter Mini Shortbread with Belgian Chocolate, the range is made from the finest, freshest ingredients and baked in the heart of Cornwall at Redruth. As an avid supporter of locally produced ingredients, Proper Cornish is proud to be procuring all the Cornish butter and cream required for the range from local family run Trewithen Dairy.

 

Aimed at consumers looking for a premium ‘treat' to eat on the move, Proper Cornish ‘grab and go' mini shortbread biscuit range is available in cases of 18 x 75 gram bags and presented in smart, shelf-ready packaging for ease of replenishment and enhanced visual merchandising.

 

Phil Ugalde, Proper Cornish Food Company managing director said: "Proper Cornishes first brand extension into the premium bite size biscuit market is a significant and exciting move for the company. The Proper Cornish brand is increasingly recognised as a sign of quality led by our premium range of popular Cornish Pasties. Our first-rate Proper Cornish ‘grab and go' biscuits mark a new phase in growth for Proper Cornish Food Company, we are confident the product will be a winner with the increasing number of consumers who demand quality bite size treats on the go.

 

Proper Cornish Food Company ‘grab and go' mini shortbread biscuits have an RSP of £1.29 and are available through retailers,wholesalers or direct from Proper Cornish Food Company.

 

For more information about Proper Cornish Food Company and its products visit www.propercornish.co.uk

 

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For more information or images please contact Edith Barton-Harvey or Kimberley Holder at Grayling on 0117 922 7799 or email: edith.barton-harvey@uk.grayling.com

Notes to Editors:

 

*Growth in special treats market at +17% AC Nielson

 

Proper Cornish Food Company is the UK's leading handmade Cornish pasty manufacturer, with a turnover of £9m+ and 180 members of staff. Based in Bodmin, Cornwall, the company has been in the pasty making industry since 1988 and is an expert in producing high quality, authentic Cornish pasties, hand-making a whopping 15,000,000 pasties per annum!

 

In September 2007, Proper Cornish Food Company announced a £200K investment into updating its brand identity to better reflect the company's key product messages of provenance, premium and quality.

 

The investment forms part of Proper Cornish Food Company's wider marketing strategy to extend its bakery product offering. The new branding now features on everything from swing signs outside local bakeries to new delivery van livery. The Proper Cornish website has also been revamped to reflect the new branding and to provide greater detail of the company's history and product offering.

 

In March 2008, Furniss of Cornwall launched a new interactive consumer website. Embracing the brand's Cornish roots, the Furniss website has been developed with heritage at its heart, but with a stylish and contemporary Cornish look. Genuine historic archive footage of the Furniss' Truro factory from the 1950's is a focal point of the site and an interactive memory board encourages visitors to post anecdotes and old photos from Furniss' past, helping to build a personalised view of a company.