BURTON'S Foods has today announced around 660 potential redundancies at its Moreton site.

The proposal follows an extensive business strategy and manufacturing operation review that covered all of the company's facilities including Blackpool, Edinburgh, Moreton and Llantarnam.

As a result of the review, which was conducted over a period of five months, it is proposed that the production of biscuits will cease at the Moreton site.

Chocolate manufacture and the assembly of seasonal assortments will continue.

Paul Kitchener, chief executive of Burton's Foods says: "We sincerely regret the loss of jobs that may occur as a result of our review.

"While Burton's Foods is a successful business, we operate in a highly competitive environment against a backdrop of overcapacity in the UK biscuit market.

"It is clear that we need to be proactive in anticipating future market, customer, consumer and cost challenges. A streamlined and more flexible manufacturing capability is essential to allow the business to capitalise on growth opportunities.

"This proposal in no way reflects the commitment of our employees at Moreton. However, we believe this is the best solution to embrace changes in the market and secure the long-term success of Burton's Foods and its remaining 2,400 employees".

It is proposed that around 300 jobs will remain at Moreton with products currently produced at this site transferring to other manufacturing facilities which, in the long term, will create over 100 further jobs.

The company's additional sites in Blackpool, Edinburgh, Llantarnam, its head office in St. Alban's and its distribution centre in Knowsley are not affected by the proposal.

Burton's Foods will now embark upon an intensive period of consultation with employees and their unions.