Burton’s adds playful touch to Maryland brand with Maryland Mix’ems

Burton’s Biscuit Company is adding a dash of fun and excitement to its market-leading, £47 million*1 Maryland Cookies brand with the introduction of a new sub-brand, Maryland Mix’ems.

Mix'ems_Fruit-Jellies

Maryland Mix’ems feature a playful combination of textures and sweet flavours mixed into every cookie; targeted at families with teens looking for a sweet treat to enjoy at home in the evening and at weekends.

Maryland Mix’ems will be available in two 144g variants, Toffee Popcorn, Caramel & Candy Shells, and Fruit Jellies & Candy Shells, with 9 x 16g cookies in each pack and an RRP of £1.59.

Vibrant packaging featuring colourful stripes and a cookie bursting with a mix of flavours will create standout on-shelf, attracting current Maryland shoppers whilst helping to drive new shoppers to the fixture.

“Maryland Mix’ems offer a fun-filled combination of flavours and textures in every bite and will broaden the appeal of a brand that is already clearly established as the nation’s favourite cookie,” says David Costello, Burton’s Biscuit Company’s Head of Customer Category Management.

“The latest NPD from Maryland will build on the spectacular success of multi award-winning Maryland Gooeys and, more recently, Maryland Soft Baked which introduced American-style soft cookies to the biscuit aisle.

“It’s another example of Burton’s NPD leading the way with category-boosting products that attract shoppers to the fixture and drive incremental sales.”

The launch of Maryland Mix’ems will be supported by in-store sampling and POS.

The Maryland brand is worth £47 million*1 and has grown at 7.4% in the last two years, with household penetration at 29%. The launch of Maryland Gooey’s in 2013 introduced one and a half million new shoppers to the Maryland brand, delivering £15.3m RSV since launch*2.

*1 Nielsen Scantrack Total Coverage 52wk ending 8th Nov 2014

*2 Nielsen Scantrack; March 2013 – end of Jan 2015

www.burtonsbiscuits.com