Burton’s Biscuit Company is entering the chocolate biscuit bar market under the Maryland brand for the first time, whilst continuing to lead the way in ‘less than 100 calories’ biscuits, with the launch of a new treatier offering – single portion Maryland Chocolate Cookie Bars.
The category-boosting NPD from the nation’s favourite cookie brand*1 provides 8 x 19g individually wrapped, fully coated chocolate cookie bars, filled with chocolate chips, with an MRSP of £1.39.
“Maryland Chocolate Cookie Bars combine great-tasting chocolate and cookie indulgence with an individually wrapped portion pack at just 97 calories per bar – a compelling proposition for the growing number of consumers who want to treat themselves but who are also mindful of calorie control,” says Kate Needham, Burton’s Biscuit Company’s Marketing Director.
“We’re hoping to invigorate the out of home treat occasion by offering the UK’s only fully coated chocolate choc chip cookie in a single serve bar that’s ideally suited to on the go.”
The launch comes as biscuit portion packs are outperforming the total Sweet Biscuits market, growing at 4.8% vs. total market growth of 2.8%*2.
The product has launched in ASDA prior to a multi-channel rollout from mid-July.
The launch builds on Burton’s recent additions to its Maryland and Jammie Dodgers range of permissible snacks under 100 calories following the introduction of Jammie Dodgers Jam and Yogurt snacks and Maryland Oaty Cookie bars.