Burton’s Biscuit Company is announcing a new look for Maryland – the nation’s favourite cookie*1 – combining its £12m*2 special treat brands into a single premium range; ‘Maryland Creations’.
Rolling out from April 2016, the new-look Maryland Creations range will not only unify Maryland’s special treat products, but will also mark the introduction of a new SKU – Maryland Creations Choc Dipped – a first for the Maryland brand, featuring a milk and dark chocolate chunk cookie half-coated in milk chocolate.
Alongside Choc Dipped, the newlook range will also be joined by what Burton’s Biscuit Company is describing as ‘the next development in filled cookies’ – Maryland Soft Centres will use Burton’s industry leading technology to create large crunchy cookies, filled with a smooth milk chocolate cream.
Maryland Soft Baked will also join the range with a new Fudge Choc Brownie variant, with Maryland Big & Chunky completing the line-up with improved recipes for its leading Milk & Dark and Hazelnut Crunch variants, which have significantly outperformed competitor cookies in external taste panels.
The launch will be supported by a £1.2m above-the-line campaign including six-sheet posters, print and sampling.
“The Maryland Creations range has been developed to simplify the offering for shoppers and be more distinctive, driving stand out on shelf,” says David Costello, Head of Category & Shopper Management at Burton’s Biscuit Company.
“With the introduction of Maryland Creations, we’re simplifying the offering for shoppers and creating a true beacon biscuit treat range that is sure to drive shoppers to the fixture and in turn, help retailers grow the Maryland brand in-store.”
Maryland is the market-leader in cookies with a 56% share*3 of the branded cookies sector, purchased by a quarter of UK households*4.
*1 Nielsen and Kantar combined read, 12.09.15
*2 Nielsen Total Grocery MAT to 30 Jan 2016
*3 56% market share Nielsen Total Grocery, MAT 30 Jan 16
*4 Kantar Worldpanel 31.01.16