Seasonal Growth and Market Potential in Butter Cookies
FBC’s 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.
The total butter cookies market in the UK trades at £3.2m RSV per annum but is growing - by 45% YoY.1 FBC 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 2023.2
Driving Year-Round Consumption Inspired by US Market Success
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.3
Speaking on the announcement, David Hebson, Trade Marketing Director, 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.”
Heritage and Availability of Royal Dansk Butter Cookies
First produced in 1966, Royal Dansk has been delighting biscuit lovers worldwide with the highest quality 26% butter cookie assortments. Packaged in the iconic blue tin, the brand is a staple for many families' holiday gatherings, gifting and everyday moments.
Royal Dansk, which will still be made in their native Denmark, is currently listed all year round in Waitrose, on Ocado and seasonally for cultural events throughout the year in some grocery multiples.
