MULTI-AWARD-winning Drinks Biscuits maker The Drinks Bakery is raising a glass to winning a seven-figure listing deal with Waitrose, which will see the company’s range of premium savoury snacks stocked at the deli counters of 230 stores across the UK, as well as online.
The deal will more than double the size of the Scottish company and enable further expansion, with Waitrose joining an ever-growing list of 250+ stockists including independent delis, specialist shops and prestigious stores and outlets such as Selfridges, Liberty of London and Claridge’s Hotel. The company also sells across Europe, Canada, the USA and UAE.
Established in 2016 by Edinburgh food lover and entrepreneur Andy Murray, The Drinks Bakery offers four flavours of savoury biscuits which are expertly flavour-profiled to match different drinks from around the world.
The brand has won legions of fans in the intervening years – not least Dragons’ Den stalwarts Deborah Meaden and Peter Jones, who both tucked into a share of the business in 2018 when Andy appeared on the programme.
The range includes four flavours of Drinks Biscuits, which are made in the Highlands and packed with specially sourced cheeses from world-renowned Edinburgh cheesemonger I.J. Mellis: Parmesan, Toasted Pine Nuts and Basil; Lancashire Cheese and Spring Onion; Pecorino, Rosemary and Seaweed; and Mature Cheddar, Chilli and Almond.
Ecstatic reviewers have praised the snacks on Facebook as ‘dangerously addictive’, ‘divine’ and ‘the most delicious biscuits I have ever tasted’.
Welcoming the news of the Waitrose deal, The Drinks Bakery founder Andy Murray said: “I keep having to pinch myself that this is all really happening, it’s going to be fantastic to see our Drinks Bakery range on the Waitrose shelves and online. We’ve been working hard to grow the brand over the last few years and this news is a massive step-change for the business.”
“I’m a lifelong foodie and growing up my mum would make her own savoury snacks to pair with the aperitifs she and dad would enjoy. My vision in founding this company was to raise the bar on the common savoury snack and create thoughtful and delicious snacks to match and complement different drinks, from wine and whisky to gin and craft beer, to mention just a few.”
Dragons’ Den Investor Peter Jones said: “The Drinks Bakery is one of the best brands I’ve ever seen in the Den and Waitrose is a perfect match for Andy’s delicious Drinks Biscuits.”
Dragons’ Den Investor Deborah Meaden said: “I always knew that Andy’s passion and vision would attract the best retailers. Drinks Biscuits are fabulous products and I have no doubt that they will quickly become a favourite among discerning Waitrose customers.”
Waitrose buyer Michelle Slade said: “We are very excited to be partnering with The Drinks Bakery to offer our customers the eye-catching full range of drinks-paired snacks Andy has created. Whether it’s Parmesan, Toasted Pine Nuts and Basil Drinks Biscuits to nibble with an English Sparkling wine or a Lancashire Cheese and Spring Onion Drinks Biscuit to pair perfectly with a craft beer, there’s something to suit all discerning palates.”
The Drinks Bakery has landed several coveted accolades in the eight years since its inception, including many Great Taste awards, Scotland Food & Drink Excellence Awards and The Best Indulgent Snack at the World Food Innovations Awards 2021.
