Burton’s adds to under 100 cal portfolio

Burton’s Biscuit. Co is set to accelerate demand for the nation’s No.1 kids minis brand^*1, Maryland Minis, with the addition of a tasty chocolate orange variant. The new addition forms part of the company’s ongoing commitment to promoting the role of portion controlled snacks as part of a healthy balanced diet and active lifestyle.

Launch of Maryland Minis Choc Orange is expected to strengthen Burton’s positioning as the leading manufacturer in the UK’s £54.4m^*1 lunchbox minis biscuit market.

The news comes as research shows children in the UK spend just 4 hours a week outside and are even less active during the school holidays^*2.

“Burton’s is committed to leading the way in portion control. Launching to coincide with the summer holidays, Maryland Minis tasty Choc Orange will add another delicious flavour to our market-leading Minis range^*1, giving consumers an increased choice of permissible biscuits and snacks under 100 calories.” says Kate Needham, Burton’s Biscuit Co.’s Marketing Director.

Meeting the increasing demand for chocolate orange flavoured treats, Maryland Minis Choc Orange will be available from July across Tesco, Sainsbury’s and Morrisons stores. Each multi-pack contains 6 x 19.8g mini bags with an MSRP of £1, in line with the Maryland Minis range.

The appetite for orange snacks has seen tremendous growth with 4 in 10 households purchasing orange biscuits in the last year, an additional 1.9m shoppers vs 2020^*3.

“Research shows half of Maryland Minis shoppers also bought orange flavoured biscuits last year^*2. At less than 100 calories a bag, we know this tasty addition to our range will appeal to parents in search of a permissible and convenient treat for the lunchbox or as an on-the-go snack.” concludes Kate.

Maryland Minis Choc Orange follows the successful launch of Maryland Minis Birthday Cake (August 2020) – a fun and colourful cake-inspired biscuit with vibrant multicoloured sprinkles.

1: Nielsen – Total coverage including discounters – total sweet biscuits – MAT 22.05.21

2: https://www.childinthecity.org/2018/01/15/children-spend-half-the-time-playing-outside-in-comparison-to-their-parents/?gdpr=accept

3: Kantar: Total Market Total Sweet excluding Seasonal MAT 27.12.20