HillBiscuits by data
INGREDIENTS TECHNOLOGY HEALTHY BAKERY
growth A
s UK-based Hill Biscuits approaches its 170th anniversary, it is keen to look forwards and not backwards and is currently preparing for a new era of growth which includes
an emphasis on data driven decisions and adopting a greater focus on digital technology on its production lines. Known for the production of traditional British biscuits – such as custard creams, bourbon biscuits, fruit shorties and rich tea biscuits – the company has recently experienced a substantial increase in sales revenue since 2021 – achieving an impressive 50% growth in 2023 in comparison, with projections set to rise further in 2024. Frank Bird assumed the role of Chief
Executive Officer of Hill Biscuits in 2023, tasked with strategically positioning the bakery for sustained growth. With extensive bakery industry experience, including senior leadership roles at Delifrance and Aryzta, Frank is excited to lead the company into the future. Frank puts the recent success of Hill Biscuits
down to several factors. He says: “Many biscuit producers in the UK have moved their focus on to more indulgent biscuit ranges and this would have required them to adapt their processes. Meanwhile, in the past few years, inflation and price rises have really hit consumers, which has led many to turn to more affordable biscuit treats, which we provide.
“Another reason that we have been so
successful in recent years can be attributed to our customer portfolio, which includes discount food stores – a sector which has grown since the global pandemic because consumers with less money in their pockets are keen to make savings where possible.”
20 Kennedy’s Bakery Production Feb/March 2024
The Hill Biscuits production lines involve mixing stages for the dough and the cream fillings. The biscuit shells are either moulded or stamped before baking. Once cooled, cream is added, and the biscuits are sandwiched together before moving onto the packing lines. Frank explains that one of the biggest
bakeryproduction.co.uk
are fuelled ambitions
Suzanne Callander spoke to Frank Bird, CEO at Hill Biscuits, to discuss the important role that digitalisation is set to play in positioning the company for further growth in the coming years.
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