Bahlsen partners with Baileys to unveil new ‘indulgent’ biscuit

German-biscuit company Bahlsen, in collaboration with Baileys, has launched a new limited-edition Baileys Squares Strawberries & Cream biscuit.

The new product aims to tap into the increasing demand for indulgent biscuits whilst incorporating the British summer flavour combination of berries and cream.

Bahlsen’s new biscuit features a smooth centre layer infused with the flavours of Baileys Strawberries & Cream, sandwiched between a wafer biscuit and a milk chocolate square.

Julien Lacrampe, trade marketing manager at Bahlsen, said: “Through the success of the Special Treats category we’ve witnessed the increasing consumer appetite for truly indulgent biscuits and we’re thrilled to be able to expand our offering to continue to meet this demand.

“Marrying together two much loved treats, that are Bahlsen biscuits and Baileys Strawberries & Cream, we’re confident that this new product launch will become a firm favourite amongst consumers.”

This is not Bahlsen’s first collaboration, as last year the company joined forces with DMK Group to develop and launch a new range of ice cream featuring confectionery pieces.

Baileys Squares Strawberries & Cream biscuits are available to purchase exclusively in Waitrose stores across the UK for an RRP of £1.79 per pack of 12 biscuits.

Earlier this year, Bahlsen appointed Phil Rumbol as the first non-family CEO as part of Werner Bahlsen’s handover to his daughter Verena Bahlsen.