Biscuit company Bahlsen partners with Baileys to unveil two new limited editions of products

GERMAN – Bahlsen, a biscuit company, has unveiled two new limited-edition Baileys-flavoured products, which will be released in the UK in Autumn.

The limited-edition products have been created in collaboration with Baileys to capitalise on the growing consumer preference for indulgent treats.

Bahlsen Choco Leibniz Baileys feature Bahslen’s signature butter biscuit base, which is set in smooth milk chocolate and infused with Baileys Original Irish Cream.

“Consumer appetite for Special Treats has seen ongoing popularity over the years, with consumers keen to have indulgent biscuits that are ‘worth the calories’, which is particularly reflected in the growth of Choco Leibniz,” Julien Lacrampe, trade marketing manager at Bahlsen said.

“These two new product developments, in collaborations with Baileys,much-loved consumer treat, are some of the most indulgent biscuits we’ve created and we’re excited for consumers to enjoy them this Autumn.”

Julien Lacrampe – trade marketing manager, Bahlsen

“These two new product developments, in collaborations with Baileys,much-loved consumer treat, are some of the most indulgent biscuits we’ve created and we’re excited for consumers to enjoy them this Autumn.”

Meanwhile, Bahlsen Baileys Squares consist of a light wafer biscuit topped with a slab of chocolate, with a smooth central layer which is infused with the taste of Baileys Original Irish Cream.

These products mark the second collaboration between Bahlsen and Baileys in 2020, as earlier this year the company announced the launch of the Baileys Squares Strawberries & Cream biscuit, also a limited-edition flavour.

Bahlsen is a German food company based in Hanover. It was founded in July 1889 by Hermann Bahlsen as the “Hannoversche Cakesfabrik H. Bahlsen”. German politician Ernst Albrecht was CEO of Bahlsen in the 1970s and the press gave him the nickname “Cookie Monster”.

Bahlsen produces a range of biscuits and cakes. Its best-known product is the Leibniz-Keks (butter biscuit), introduced in 1891. It remains funded by private capital

It also makes products such as chocolate-dipped Pick Up! snack bars. Bahlsen operates five production facilities in Europe and exports products to about 55 countries. It also does private-label production.

The new limited edition SKUs have been created in collaboration with Baileys and have been expertly crafted to capitalise on the growth within the Special Treats category, driven by the consumer preference for a truly indulgent biscuit.

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