Independent retailers must offer shoppers a selection of premium biscuits as demand for artisanal varieties increase in popularity, suppliers have told RN.

Teoni Payne, owner of premium biscuit brand Teoni’s Biscuits, said more shoppers are buying premium biscuits as gifts.

“When people buy biscuits as a gift, they want something special. Therefore, they are looking for premium labels that are high quality and have handmade credentials,” she said.

She advised retailers to stock at least four flavours of premium biscuits, with chocolate and ginger being the most popular.

Louisa Mayor, sales and new product development manager at Farmhouse Biscuits, said when shoppers come to independents, they are looking for something they can’t find at the multiples.

“Stocking artisan biscuits offers a point of difference, and we’re finding premium dessert flavours, like red velvet, are doing increasingly well,” she added.

Simon Lunn, of Simply Fresh Weare in Axbridge, said he stocks around a dozen varieties of artisan biscuits by premium biscuit brand Border Biscuits.

“People buy them for special occasions and for gifting, so we have dedicated a stand to the brand to help highlight it in store. I recommend stocking at least four to five varieties of premium biscuits – the dark chocolate with ginger flavour is particularly popular in our store,” he said.

Shane Woolston, of C T Baker Budgens Aylsham in Norwich, said he stocks Border Biscuits and Farmhouse biscuits, with dark chocolate and ginger also the most popular flavours in his store.

“In every category, we practise the ‘good’, ‘better’ and ‘best’ model to cater to all shoppers. We have dedicated one block to premium biscuits and during the Christmas period we sell a lot of premium biscuit gift sets,” he said.