Wagon Wheels, which used be the sweet treats to follow pies and Bovril at football matches before the sport went ‘prawn sandwich’, are set to take Russia by storm – for a second time.

Burton’s Biscuits, Britain’s second-largest biscuit manufacturer, are planning a renewed assault on the Russian market where they see a rising demand – and fond memories – for the mallow and chocolate confection.

“Wagon Wheels used to be big business in Russia and they haven’t forgotten their taste for it,” said Ben Clarke, chief executive, about the planned April launch. “So we are taking it back to Russia this year.”

And a company statement said: "We are focusing on increasing its exposure to overseas markets. Russia has been identified as a key expansion market for the iconic Wagon Wheels brand.

“Wagon Wheels first launched in Russia 18 years ago but exited the market in 1997, reflective of the economic conditions in the country at the time.

“As part of an upweighted international growth plan, we are planning a more progressive market strategy in Russia with increased distribution of the brand, initially in Moscow and St Petersburg".

Burton’s, which is private-equity owned, had turnover of £320m in 2010, £40m from overseas. The move follows in the steps of Birds Eye Iglo, who are ramping up their sales of fish fingers in Russia.

However, the push needs to counter a cultural suspicion of breaded foods, according to Martin Glenn, chief executive. “Russian consumers are brought up to believe food is covered with stuff because it’s bad quality,” he said.

British food companies are increasingly looking abroad to boost profits.

Biscuit sales have increased by 16% between 2005 and 2010 in India and 10% in Russia.

United Biscuits, the UK’s biggest biscuit manufacturer, is building sales in India and bakery Warburtons is exporting loaves to Eastern Europe.