Burton's Wagon Wheels

Wagon Wheels are a classic snack consisting of two layers of crunchy biscuit with a marshmallow filling, all covered in a chocolate-flavored coating. Originally launched in the United Kingdom in 1948 by Garry Weston at the Olympia Food Fair, they were named to capitalize on the popularity of Western movies at the time.

The brand was long associated with Burton's Biscuit Company, one of the UK's leading biscuit manufacturers. In 2021, the Ferrero Group acquired Burton's Biscuit Company through its related entity, CTH Invest. This move integrated the iconic biscuit brand into the global portfolio of the Italian confectionery giant, though production remains primarily centered in the UK, notably at specialized facilities in Llantarnam, Wales.