Burton’s Biscuit Company is leading the way in the sweet biscuit category by continuing to drive the agenda on sugar and calorie reduction.

Following its successful sugar reduction programme on core Maryland and the introduction of less than 100 calorie packs across its Minis range in 2018, the nation’s no. 1 cookie brand1 is now even more accessible to consumers looking to reduce their sugar intake, with the launch of delicious Maryland Sugar Free Cookies.

The new, sugar free offering has an MRSP of £1.39 for the 230g pack. 2

“Currently, far too many sugar free options across many categories are regarded by consumers as boring and bland. With Maryland Sugar Free Cookies, we’re giving consumers the best of both worlds – a great-tasting biscuit from one of Britain’s best loved biscuit brands, and a product that’s ideal for the growing number of shoppers looking for lower/no sugar alternatives,” comments Kate Needham, Marketing & Insight Director at Burton’s Biscuit Company.

Burton’s will be targeting Maryland Sugar Free Cookies as a mid-morning or mid-afternoon treat.

“We’re looking to bring the warmth, fun and great taste traditionally associated with Maryland Cookies to what many consumers perceive to be an uninspiring sugar free sector,” adds Needham.

Packed with delicious chocolate chips, Burton’s believes Maryland Sugar Free Cookies are the best-tasting sugar free cookies available in the market and will be reinforcing this view through an engaging social media and PR campaign.

“The highly targeted marketing campaign will communicate the message that the new Maryland Sugar Free alternative will allow biscuit lovers everywhere to enjoy a great-tasting, sugar free cookie whilst having fun and not having to compromise on taste,” adds Needham.

The launch comes as Burton’s remains committed to providing high quality products that excite and delight customers, shoppers and consumers, whilst being part of a balanced diet.

“We’re striving to achieve a 20% sugar and calorie reduction across our portfolio, with a robust programme in place. Since 2016, through recipe optimisation we’ve achieved a 20%+ sugar reduction on Jammie Dodgers and in 2018 delivered a 5%+ reduction on core Maryland and 10%+ on Maryland Minis as part of a wide-ranging portion control initiative,” concludes Needham.


1: Nielsen & Kantar 3rd November 2018

2: In-store pricing at the discretion of the retailer

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