New children’s biscuit product containing source of fibre

In April 2024, Schär launched a new children-focussed plain biscuit product in to main retail outlets. Schär Wild Biscuits provide a source of fibre whilst meeting Public Health England sugar reduction targets. A fibre content of 5.8g/100g allowed the claim ‘source of fibre’ and further appeal was added for the free from market via the ‘milk free’ nature of the recipe. Natural flavourings and sweeteners alongside an avoidance of artificial preservatives also proved to be a popular product attribute for the target market. Wild Biscuits were launched at the popular London Allergy Show in June 2024, where 13000 consumers were given the opportunity to sample the product and talk to staff about the product attributes, including fibre content.