British biscuit business Fox’s Burton’s Companies gains Royal Dansk distribution

A major move has been unveiled by Fox’s Burton’s Companies (FBC) after gaining a notable deal to become the UK and Ireland distributor for Royal Dansk Butter Cookies, reports Neill Barston.

The deal for the Ferrero-linked business has targeted an increase in the brand’s presence in the region across multiple grocery, discount, variety retail and impulse channels.

As the business noted, its major ambition is to unlock the brand’s existing potential as a seasonal favourite, particularly around core seasonal events such as Christmas, Easter, Eid, and Diwali, as well as gifting occasions like Mother’s Day.

First produced in 1966, Royal Dansk has gained global traction with its high quality 26% butter cookie assortments, which are featured in its distinctive blue tin. Its long track-record of production has meant the brand is a staple for many families’ holiday gatherings, gifting and everyday moments.

Royal Dansk, which will remain being produced in its native Denmark, is currently listed all year round in Waitrose, on Ocado and seasonally for cultural events throughout the year in some grocery multiples.

Furthermore, as FBC noted, the total butter cookies market in the UK trades at £3.2m RSV per annum but is growing – by 45% YoY. Notably the British-based group has ambitions to double the market in the next few years through premium-yet-affordable tins, which will be fully supported with in-store activations and field sales.

Proving that luxurious biscuits don’t need to be coated in chocolate, Fox’s Cookie Assortment was the 7th top Branded Seasonal & Assortment SKU during Christmas 2024, growing 43% YoY on the 16 weeks of Christmas 2023.

FBC will aim to deliver against the brand’s year-round consumption potential in the UK & Ireland, following the blueprint of the brand’s success in the US, where Royal Dansk is the Danish Butter Cookie market leader. In the US, 26% of sales take place ‘off-season.

David Hebson, Trade Marketing Director, welcomed the latest deal. He said: “Royal Dansk is one of those sought-after brands that UK shoppers are often on the lookout for, but don’t yet come across in most grocery retailers. The brand’s heritage, iconic blue tin, delicate crisp texture and very buttery recipe are something that we are excited to bring to more UK & Ireland shoppers than ever before.

“A truly premium, recognisable brand of butter cookies felt like an obvious gap in the FBC portfolio and we are excited about the opportunities that Royal Dansk brings as we continue our journey towards our goal of becoming the number one biscuit business in the UK and Ireland.”