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 delicious caramel 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.

The launch of Maryland Minis Caramel Crisp is expected to strengthen Burton’s positioning as the leading manufacturer in the UK’s £83.6m Lunchbox Minis category*1, growing by £13.4m since 2019*1.

Meeting the increasing demand for caramel flavoured treats, Maryland Minis Caramel Crisp will be available from July across Tesco stores. Each multi-pack contains 6 mini bags with an MSRP of £1, in line with the Maryland Minis range.

The news comes as the category is reporting 14% growth YoY and performing significantly ahead of Sweet Biscuits*1, with Maryland Minis driving the highest growth +£3.4M (+28%) *1.

“The appetite for caramel snacks has seen tremendous growth, with spend on caramel biscuits by Maryland shoppers increasing 26%, highlighting the strong sales potential for Caramel Crisp Minis,” says Kate Needham, Burton’s Biscuit Co.’s Marketing Director.

“Launching to coincide with the summer holidays, Maryland Minis tasty Caramel Crisp will give consumers an increased choice of permissible biscuits. 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.

The introduction of the new flavour variant follows the successful launch of Maryland Choc Orange Minis last year, which continues to thrive adding 161k additional shoppers to the brand and an exclusive 10% spend into the Maryland Minis portfolio*2.

1: Combined Read Nielsen Scantrack 52 w/e 26.03.22 & Kantar Powerview 52 w/e 20.03.22
2: Kantar Powerview 52 w/e 20.03.22

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