What Hill Biscuits does

Hill Biscuits is a UK-based biscuit manufacturer founded in 1855, operating from the historic Tudno Mill site in Ashton-under-Lyne, Lancashire, where it has been based since the foundation stone was laid by Sarah Hill on 4 November 1893. The company produces over 100 product lines of traditional British biscuits, organised around cream sandwich biscuits (Custard Creams, Bourbon Creams, Orange, Lemon, Strawberry, Coconut and Chocolate Orange Creams), plain varieties (Digestives, Ginger Rings, Coconut Rings, Shorties, Fruit Shortcake, Fig Rolls, Malted Milk, Pink Wafers, Oaties), and foodservice multipacks. Manufacturing runs 24 hours a day using family recipes handed down through generations, with workforce tenure averaging 7.2 years and the site employing approximately 300-380 people spanning 25 nationalities.

The business operates a B2B model selling own-brand Hill products and private label biscuits to UK retailers, foodservice and catering operators, wholesale distributors, and select overseas customers. In June 2025 the company extended into savoury for the first time in its 170-year history with the 'Simply Savoury by Hill Biscuits' cream cracker range, distributed initially through wholesale and foodservice channels. Following LDC-backed management buy-out in 2017, Hill Biscuits was acquired by Cerealto UK Limited in July 2024 and now operates as a wholly-owned subsidiary of the Cerealto group, which is present in 40 countries. The company holds BRCGS food safety, RSPO, Rainforest Alliance, and Vegetarian/Vegan Society accreditations supporting on-pack claims and retailer onboarding.

Revenue mechanics are quote-based B2B contracts across own-brand and private label, with no publicly disclosed pricing or revenue. The customer mix is anchored by 'large distribution chains and multinationals' in UK retail supplemented by foodservice (bulk packs of 48x3pk and 3.24kg case selections), wholesale, and overseas exports. Go-to-market is sales-led with limited direct-to-consumer presence beyond brand-building activity on Instagram, X, and LinkedIn, plus community sponsorships such as Curzon Ashton Women's FC.

Name

Hill Biscuits

Legal name

Hill Biscuits Limited

Website

https://hillbiscuits.com

Company type

Private

Founded year

1855

Operating status

Operating

Headcount range

251–500 employees

Short description

Hill Biscuits is a 170-year-old UK biscuit manufacturer producing 100+ traditional product lines of creams, digestives, and shortcakes from its Ashton-under-Lyne bakery, supplying own-brand and private label biscuits to UK retail, foodservice, wholesale, and export customers as a wholly-owned subsidiary of Cerealto UK.

Ownership category

akta.pro rank

Product category

Biscuit Manufacturing

NAICS

Cookie and Cracker Manufacturing (311821), Bakeries and Tortilla Manufacturing (3118), Bread and Bakery Product Manufacturing (31181)

SIC

Cookies & Crackers (2052), Bakery Products (2050), Food And Kindred Products (2000), Wholesale-Groceries, General Line (5141)

akta.pro primary industry

Cookies, Biscuits & Crackers Manufacturing (AFAKAAAC)

akta.pro secondary industries

Crackers & Savory Biscuits Manufacturing (AFAKAIAJ), Crackers, Biscuits & Grain Snacks Manufacturing (savory biscuits, crispbreads) (AFAKABAH), Bakery & Desserts Distribution (CRAOABAE)

Keywords

• Biscuit manufacturing
• Cream sandwich biscuits
• Private label biscuits
• Foodservice biscuit supply
• Traditional British biscuits

Headquarters

HQ city

Ashton-under-lyne

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Biscuit Manufacturing and Sales: Manufacturing and selling traditional British biscuits through own brand and private label arrangements to retail, wholesale, and foodservice customers in the UK and overseas markets
2. Private Label Manufacturing: Creating family value everyday biscuit classics supplying own brand and private label products to a wide range of customers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Hill Biscuits manufactures over 100 product lines of traditional British biscuits, including cream sandwich biscuits (Custard Creams, Bourbon Creams, flavoured creams), plain biscuits (Digestives, Ginger Rings, Shorties, Fruit Shortcake, Fig Rolls, Malted Milk) and foodservice multipacks, using family recipes at a 24-hour Ashton-under-Lyne bakery. The company sells these own-brand and private label products to retail distribution chains, wholesale distributors and foodservice/catering customers in the UK and overseas, and in 2025 launched the Simply Savoury sub-brand with cream crackers.

Product overview

Hill Biscuits is a UK biscuit manufacturer founded in 1855, producing over 100 product lines of traditional everyday biscuits from their site in Ashton-under-Lyne, Lancashire. The product portfolio consists primarily of cream sandwich biscuits (Custard Creams, Chocolate Creams, Bourbon Creams, Bourbon Fingers, Orange Creams, Lemon Creams, Strawberry Creams, Chocolate Orange Creams, Coconut Creams, Digestive Creams), plain biscuits (Digestives, Ginger Rings, Coconut Rings, Shorties, Fruit Shortcake, Fig Rolls, Nice, Oaties, Malted Milk, Pink Wafers), and multipack/mini pack assortments. In June 2025, the company launched its first savory product line called 'Simply Savoury by Hill Biscuits' under its new sub-brand, marking entry into the savory biscuit category with cream crackers. Products are supplied to retail (own brand and private label) and foodservice/catering sectors.

Differentiator

Problem solved

Functional benefit

Products and services

• Custard Creams (150g x 15) Vanilla flavour cream sandwich biscuits, the nation's all-time favourite cream biscuit, sold as a 150g pack size with 15 packs per case for retail and wholesale customers.
• Chocolate Creams (150g x 15) Chocolate flavour cream sandwich biscuits with a chocolate cream filling between crumbly chocolate biscuits, supplied as 150g packs in cases of 15.
• Bourbon Creams (200g x 12) Chocolate flavoured biscuits with chocolate flavoured filling, supplied as 200g packs in cases of 12.
• Bourbon Fingers (200g) Chocolate flavoured biscuits with chocolate flavoured filling in finger shape, supplied as 200g packs.
• Orange Creams (150g) Orange flavoured cream sandwich biscuits with a tangy orange cream centre, supplied as 150g packs.
• Lemon Creams (150g) Lemon flavour cream sandwich biscuits with a zesty lemon cream centre, supplied as 150g packs.
• Strawberry Creams (150g) Strawberry flavour cream sandwich biscuits with a fruity strawberry cream filling, supplied as 150g packs.
• Chocolate Orange Creams (150g) Chocolate flavoured biscuit shells with orange flavoured filling combining chocolate and citrus twist, supplied as 150g packs.
• Coconut Creams (150g) Coconut flavour cream sandwich biscuits with a tropical coconut taste, supplied as 150g packs.
• Digestive Creams (150g) Vanilla flavour cream sandwich digestive biscuits combining the king of all biscuits with a vanilla cream filling, supplied as 150g packs.
• Digestives (300g) Golden wholemeal biscuits, the king of everyday biscuits, made from traditional recipe containing fine wholemeal and syrup, supplied as 300g packs.
• Ginger Rings (150g) Ginger biscuits with a hint of lemon, supplied as 150g packs.
• Coconut Rings (150g) Coconut biscuits with desiccated coconut, supplied as 150g packs.
• Shorties (150g) Light and crispy shortcake biscuits lightly sprinkled with sugar, perfect sweet snack, supplied as 150g packs.
• Fruit Shortcake (200g) Crisp golden brown fruit biscuits with currants, light and crispy shortcake with fruity alternative, supplied as 200g packs.
• Fig Rolls (200g) Golden crispy biscuits with a fig filling, supplied as 200g packs.
• Nice (250g) Coconut biscuits sprinkled with sugar, originated circa 1860, supplied as 250g packs.
• Oaties (300g) Golden brown biscuits with rolled oats and wholemeal flour, supplied as 300g packs.
• Malted Milk (250g x 24) Crumbly biscuits packed with milk and malt extract for a creamy rich malted flavour, supplied as 250g packs in cases of 24.
• Pink Wafers (100g) Pink coloured wafers with a cream filling, supplied as 100g packs.
• Mini Pack Mix (246g multipack) Multipack containing 8 mini packs with 6 different varieties including Custard Creams, Chocolate Creams, Orange Creams, Shorties, Ginger Rings and Coconut Rings, total 246g.
• Gingerbread Men Mini Packs (300g)
• Gingerbread Men 80 x 3pk (Foodservice) Gingerbread men mini packs for foodservice, 3 biscuits per mini pack and 80 packets per case, designed for catering and hospitality use.
• Digestives 48 x 3pk (Foodservice) Golden wholemeal biscuits in 3-packs for foodservice, 48 mini packets per case, designed for hotels, restaurants, catering companies and institutions.
• Custard Creams 48 x 3pk (Foodservice) Vanilla flavour cream sandwich biscuits in 3-packs for foodservice, 48 packets per case, designed for hotels, restaurants, catering companies and institutions.
• Mini Pack Selection 3.24kg (Foodservice) Bulk multipack selection containing 100 x 3-packs of 5 varieties including Chocolate Creams, Custard Creams, Digestives, Ginger Rings and Shorties, total 3.24kg case, for catering and hospitality.
• Sweet Biscuit Assortment 2.1kg (Foodservice) 6 individually wrapped trays of 6 biscuit varieties for catering, presented as a 2.1kg assortment designed to be served with a cup of tea or coffee.
• Cream Crackers 2pk x 150 (Simply Savoury) Savoury cream crackers in a 2-pack format with 150 packs per case, part of the new Simply Savoury range, for individual consumption.
• Cream Crackers 300g x 16 (Simply Savoury) Classic cream crackers in larger 300g pack format with 16 packs per case, part of the new Simply Savoury range, supplied to retail and foodservice customers.
• Simply Savoury by Hill Biscuits (sub-brand) Sub-brand of savoury biscuit products launched in June 2025, marking Hill Biscuits' first entry into the savoury category in its 170-year history, initially featuring cream crackers for wholesale and foodservice customers.

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Six partnerships are on record, tiered minor and core.

• Curzon Ashton Women's Football ClubminorGTM or Marketing Partner · 1 November 2024Hill Biscuits entered a sponsorship deal with Curzon Ashton Women's Football Club, providing training kits for the 2024/25 season. The sponsorship helps connect with the local community while promoting the brand and equality in sports. Curzon Ashton Women compete in the North-West Women's Premier League.
• Rainforest AllianceminorStrategic or Co-development PartnerHill Biscuits works with the Rainforest Alliance for certified cocoa sourcing. Rainforest Alliance certification demonstrates commitment to sustainable farming practices and environmental protection in the supply chain.
• RSPO (Roundtable on Sustainable Palm Oil)minorStrategic or Co-development PartnerHill Biscuits is a member of RSPO (Membership No: 4-0289-12-000-00), demonstrating commitment to sourcing sustainable RSPO-certified palm oil. RSPO has over 4000 members worldwide representing all links along the palm oil supply chain.
• Vegetarian SocietyminorStrategic or Co-development PartnerHill Biscuits has gained accreditation from the Vegetarian Society, allowing the company to make on-pack Vegetarian claims for Hill branded products.
• Vegan SocietyminorStrategic or Co-development PartnerHill Biscuits has gained accreditation from the Vegan Society, allowing the company to make on-pack Vegan claims for Hill branded products.
• Cerealto UKcoreStrategic or Co-development PartnerHill Biscuits partnered with Cerealto UK to launch the Simply Savoury product line, marking the company's first entry into the savoury category in its 170-year history. This collaboration leverages Cerealto UK's existing manufacturing capabilities for sweet and savoury products.

Scale indicators7 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Pladis UK (United Biscuits / McVitie's): Pladis UK owns McVitie's, Carr's, Crawford's and Jacob's — the dominant UK biscuit manufacturer. Directly competes with Hill Biscuits in the same product categories (creams, digestives, shortbread) and through private label supply to the same major UK retailers.
• Fox's Biscuits: Fox's Biscuits is a UK biscuit manufacturer producing biscuits, cakes, and snack bars including Rocky and Chunkie Cookie. Directly competes with Hill Biscuits in traditional British biscuits and private label supply.
• Burton's Foods: Burton's Foods is a UK biscuit manufacturer producing Jammie Dodgers, Maryland Cookies, and Wagon Wheels. Directly competes with Hill Biscuits in branded and private label sweet biscuits supplied to major UK retailers.
• Border Biscuits: Border Biscuits is a UK premium biscuit manufacturer based in Cumbria producing traditional shortbread and biscuits. Closely comparable to Hill Biscuits as a UK-based manufacturer of traditional branded biscuits sold through retail and foodservice.
• Walkers Shortbread: Walkers Shortbread is a Scottish family-owned traditional biscuit manufacturer with strong heritage and export reach. Directly comparable to Hill Biscuits as a heritage UK biscuit brand serving retail and foodservice globally.

Broad incumbents

• Bahlsen: Bahlsen is a major German biscuit manufacturer with broad European reach. Comparable to Hill Biscuits as a heritage biscuit manufacturer, though operating at larger scale and across more markets.
• Mondelez International: Mondelez is a global snacking giant owning Oreo, BelVita, Cadbury biscuits, and Ritz. Comparable to Hill Biscuits as a biscuit manufacturer with UK retail presence, though operating at vastly greater scale and brand breadth.

Emerging players

• Thomas J. Fudge's: Thomas J. Fudge's is a smaller UK biscuit and cracker manufacturer with a focus on savoury and indulgence segments. Comparable to Hill Biscuits in targeting UK retail private label and foodservice, particularly in the savoury category Hill is entering via Simply Savoury.
• Biscuiteers: Biscuiteers is a UK-based artisan biscuit and icing business with strong e-commerce and gifting positioning. Comparable to Hill Biscuits as a UK branded biscuit maker, though differentiated by direct-to-consumer and gifting focus versus Hill's B2B/private label model.

Others

• Cerealto (Parent): Cerealto is Hill Biscuits' parent company — a Spanish-headquartered global food manufacturer producing biscuits, cereal, and pasta for private label customers in 40 countries. Included as an ecosystem participant that owns and provides strategic direction to Hill Biscuits.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/HillBiscuitsLtd
• LinkedInlinkedin.com/company/hill-biscuits
• Instagraminstagram.com/hillbiscuits

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hill Biscuits