Key elements of the major brand development include the introduction of two delicious new variants, more indulgent new packaging and tailored in-store support.
Maryland Big & Chunky Cookies came out on top in consumer preference testing**, with the Milk & Dark variant significantly outscoring Fox’s Chunky Choc Chunk and McVities Boasters on key measures.
“We’re giving our consumers even more opportunity to enjoy a treat at home with a brand re-launch that will offer more choice and broaden the appeal of one of the UK’s best-loved cookies,” says Burton’s Foods Category and Activation Controller David Costello.
The new Maryland Big & Chunky range (rrp £1.69) comprises four variants. Two new SKUs – Choc Chunk & Hazelnut Crunch and Choc Chunk & Crunchy Flapjack – join existing favourites Milk & Dark Choc Chunk and White Choc Chunk Brownie.
Maryland is the UK’s best-selling cookie brand, with a 33% share of the £108 million cookie market (source: IRI £sales, 52 wks to 22/01/2011).
** Consumer preference testing conducted by JRA 2010
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