Burton’s recently took 17% of the convenience snacking sector, following the re-launch of its 1980s Burton’s Fish and Chips brand and the launch of its Cathedral City Baked Bites brand.
“We needed to understand what it was that people really remembered about Burton’s Fish and Chips in the past,” Wilson told FoodManufacture.co.uk in this video.
‘Run more deeply’
“The nostalgia has to run more deeply and has to be something that is or was part of their everyday life,” he said.
“What we didn’t want to do is bring back something that just has short-term novelty value.”
“You have to resist the temptation to create [short-lived] novel experiences and instead what you need is an experience that’s going to last.”
Watch this video to hear what else Wilson has to say about the value of re-launching brands from the past.
Wilson also revealed Burton’s plans to invest £15M into its factories to equip it to grow its share of the savoury market.
Following the announcement, biscuit heavyweight United Biscuits reaffirmed its plans to grow its share of the UK savoury biscuit sales value by 20%.