Burton’s Biscuit Company is unveiling a seasonal first in the UK’s £2 billion biscuit category with the launch of a summer range of Maryland, the UK’s best-selling cookie brand.*
Maryland Strawberry & White Choc Standard (200g; rrp £1.39) and Maryland Summer Fruit Big & Chunky (200g; rrp £1.79) will be available all summer.
They will be joined in May for three months by limited edition Maryland Great British Summer Big & Chunky (200g, rrp £1). Hailed by Burton’s as the Great British Cookie, eye-catching packaging features the Union Jack, with the cookies containing red, white and blue chocolate beans.
The distinctive, summer flavours are delicious and light, providing shoppers with more choice and variety from the nation’s favourite cookie brand.
David Costello, Burton’s Biscuit Co.’s Category and Activation Controller, says the ‘innovative launch’ meets growing retailer demand for seasonal variants of category-leading products that can be tied-in with major events.
“Seasonality is set to play a much bigger part in the biscuit category, generating incremental profit opportunities in the process. The Maryland summer range enables retailers to capitalise on the rise in consumer demand for seasonal lines and also for products that can be used to celebrate major events such as the Queen’s Diamond Jubilee this summer,” he says.
“The new range shows how best-selling biscuit brands can innovate, offering consumers more choice and new taste experiences which in turn help to drive more traffic to the biscuit fixture.”
Maryland is the UK’s number one cookie brand, with annual sales of £42 million*.
* IRI 52 w/e March 17, 2012.
Burton’s Biscuit Company
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