Burton’s Biscuit Company will be bringing seasonal cheer to the biscuit fixture this Christmas, with the introduction of seasonal pack formats for its Maryland Cookies and Cathedral City Baked Bites products.

Fans of Maryland Cookies – the No.1 cookie brand and  5th biggest brand in sweet biscuits, growing at 3% YOY and purchased by 1 in 4 households*1 – will celebrate the news that this Christmas Maryland is being transformed into Merryland, with the introduction of a share box of Maryland Minis for home consumption, gifting, or as a stocking filler.

Nine out of every ten consumers know the brand which has benefited this year from a £1.5m+ marketing programme, spearheaded by national TV advertising. Maryland Minis are growing at 11% and are the No.1 children’s mini biscuit.*1

Burton’s will also be launching a festive-themed version of the great-tasting savoury biscuit snack, Cathedral City Baked Bites, which it bakes under licence from Dairy Crest. Cathedral City Baked Bites will introduce a limited-edition seasonal design for its 140g share box.

Made with real cheese, Cathedral City Baked Bites are also available in multipacks (5 or 6 packets), appealing to more affluent shoppers.

“Seasonal biscuits present a major profit opportunity for convenience retailers, worth £13m last year and growing well ahead of the total market at 3.8%*2,” says Mandy Bobrowski, UK and Ireland Marketing Director at Burton’s Biscuit Company.

“It’s crucial that retailers maximise this opportunity by stocking a product range that will appeal to the different occasions of home consumption, novelty and gifting. Merchandising by these key occasions will make life easier for shoppers, and will also enable retailers to capitalise on increased demand. Having sufficient stock on shelf when demand for biscuits is so strong also plays a key role in driving sales.

“Retailers can look forward to increased profits from the biscuit fixture this Christmas, helped by our fun, festive packs.”


*1: Nielsen 16.06.18

*2: Nielsen 16 weeks to 30 December 2017

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