Burton’s Biscuit Co. is set to accelerate demand for its market-leading ‘less than 100 calories’ offering with a New Year launch of the ‘Under 100 Cal Club’, offering a product range suitable for consumers of all ages.

The timely move enables Burton’s to promote the UK’s biggest range reduced calorie biscuits together, in line with the company’s commitment to leading the way in portion control, giving consumers an increased choice of permissible biscuits and snacks under 100 calories.

“Demand for permissible snacking options continues to grow as shoppers recognise the role that reduced calorie products can play in a balanced diet, particularly at the start of the year when calorie control is high on the agenda,” says Kate Needham, Burton’s Biscuit Co.’s Marketing Director.

“The Under 100 Cal Club will help shoppers to easily identify the calorie content of our products and to make an informed choice, whilst offering a range of delicious mini bite size and individual portions that are perfect for eating on the go, lunchboxes or an after-school treat.”

Burton’s began reducing the calorie content of its biscuits in 2018 with a 20% sugar and calorie reduction across the portfolio and the reformulation of its existing Minis range. Together with Jammie Dodgers and Maryland Minis portion packs, the introduction of the company’s first ever snack bars earlier this year has created an unrivalled range of portion-controlled biscuits, offering the strongest ‘less than 100 calories per serve’ range in the UK’s £3 billion biscuits category.

Burton’s will be backing the Under 100 Cal Club with a range of in-store activation throughout 2020 and will be engaging consumers with activations which bring the club to life and encourage them to think about responsible snacking.

The Under 100 Cal Club range includes:

  • Jammie Dodgers Minis (89 kcal a portion) MRSP £1
  • Jammie Dodgers Jam & Yogurt Snacks (97 kcal a portion) MRSP £1.39
  • Maryland Minis Choc Chip (99 kcal a portion) MRSP £1
  • Maryland Minis Double Choc Chip (99 kcal a portion) MRSP £1
  • Maryland Oaty Cookie Bars (94 kcal a portion) MRSP £1.39
  • Maryland Chocolate Cookie Bars (97 kcal a portion) MRSP £1.39

Burton’s plans to extend the range to include more options from its best-selling brands at less than 100 calories a serve.

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