Burton’s Biscuit Company is continuing to innovate and invest in its market-leading power brands with the introduction of Maryland Gooeys, a new and innovative range of Maryland Cookies, the UK’s best-selling cookie brand.*1
Maryland Gooeys offers consumers a brand new eating journey. The launch will be supported by a multi-million pound through the line campaign, including consumer sampling and advertising.
Burton’s Biscuit Company’s strategy of investment in innovation, and brand support for its market- leading Power Brands, continues to pay dividends for retailers. In 2012 more than one third*2 of the value growth in the UK’s £2.4 billion biscuit category was driven by strong investment in Cadbury, Maryland, Jammie Dodgers and Wagon Wheels, and NPD. Burton’s continues to invests more in advertising and innovation as a proportion of its overall market share, than any other company in the category*3.
Maryland is the number 1 cookie brand inthe UK*1 and includes Maryland Cookies, Maryland Big & Chunky Cookies, Maryland Mini Cookies and Maryland SnapJacks. The brand has seen strong sales growth across its entire portfolio, up 18% year on year (£6.7m RSV growth)*4.
Maryland Gooeys are crunchy choc chip cookies filled with a delicious chocolatey, gooey centre, offering a new experience in the Biscuits category. The three variants – Chocolate, Hazelnut and Triple Choc – are available in 160g packs (10 cookies per pack), with an MRSP of £1.79, promoted to £1. Two variants will also be available in price marked packs, priced at £1.29.
Research by Burton’s Biscuit Company shows that Maryland Gooeys are very appealing to families and score significantly higher than competitors. The research also shows that the neweating journey offered by Gooeys is enjoyed by consumers.
The multi-million pound support package includes above the line advertising, price promotions, sampling andconsumer PR.
Stuart Wilson, Chief Marketing Officer, Burton’s Biscuit Company, said: “2013 is a massive year for Maryland, with a brand new TV advert at the start of the year and now the launch of Gooeys. They are completely different to anything else in the biscuits category andhave had a fantastic response from consumers. By launching an exciting new sub-brand, we will help retailers to generate significant incremental sales in the indulgent biscuit sector.”
Earlier this year, Maryland launched a brand new TV advertising campaign to support the successful Maryland Cookies range.
*1 – IRI volume and value sales of cookies in the UK for 52 wks w/e 22nd Dec 2012
*2 – IRI Total Market Share, MAT to October 27, 2012
*3 – A C Nielsen MAT February 2 2013/Nielsen Advertising Spend 2012
*4 – Nielsen March MAT 2013 data