Who Owns Wagon Wheels?

Wagon Wheels was created in 1948 by Garry Weston, a member of the Weston family that controlled Associated British Foods. The biscuit was inspired by American moon pies and wagon wheel-shaped treats popular in North America. The original Wagon Wheel featured two biscuit layers sandwiching marshmallow, coated in chocolate, creating a distinctive snack that was larger and more indulgent than typical British biscuits.

The product launched in the United Kingdom and quickly became a favorite among children and families. The generous size of Wagon Wheels became part of British popular culture, with a long-running debate about whether the biscuits have shrunk over the decades. The brand expanded to Australia, Canada, and other Commonwealth countries, where it developed strong followings in each market.

Throughout the latter half of the 20th century, Wagon Wheels became one of the most recognizable biscuit brands in the United Kingdom. The brand introduced variations including Jammie Wagon Wheels (with jam added to the marshmallow filling) and different chocolate coatings. Burton's Biscuit Company acquired the Wagon Wheels brand as part of various corporate restructurings in the British biscuit industry.

In 2020, the Ferrero Group (the Italian confectionery company behind Nutella and Ferrero Rocher) acquired Burton's Biscuit Company, bringing Wagon Wheels under Ferrero's ownership. Under Ferrero, Burton's has continued to produce Wagon Wheels at its UK facilities while benefiting from the Italian company's global distribution network and confectionery expertise. The brand remains a nostalgic favorite in the UK, Australia, and Canada.