Burton’s Biscuit Co. is launching a blockbuster variant of the nation’s No.1 cookie*1 with the launch of zesty orange flavoured ‘Maryland Cookies ‘The Jaffanator’.

The Jaffanator doesn’t just feature a mouthwatering combination of orange and chocolate flavours, packs also feature a cheeky adaptation of one of Hollywood’s best-known movie lines, boasting ‘I’ll be Snack’.

With an RSP of £1.30 (230g), the bold, citrus flavour of The Jaffanator combines zesty, chewy bursts of orange, the crunch of a Maryland cookie and a generous dose of classic chocolate chips, all in a permissable 10g cookie format shoppers know and love.

“The Jaffanator gives shoppers the chance to have some fun whilst enjoying a delicious flavour combination which many people associate with this time of year,” says Kate Neeeham, Burton’s Biscuit Co’s Marketing Director.

“Orange variants significantly over index with Maryland’s core family audience, looking for a great value afternoon or evening treat to share.”

Orange flavoured SKU’s already account for 8% of the biscuit market totalling £120m, with double digit growth YoY*2. Everyday treats over-index vs the rest of the market with sales of over £12m YoY*2 on orange flavoured biscuits, highlighting the demand for this winning flavour combination.

The Jaffanator will roll out from October, with listings already secured in Sainsbury’s, ASDA, Lidl and Home Bargains.

News follows the recent launch of Wagon Wheels Orange, an ‘epic’ new variant with a bold and tangy orange jam, available in a six-pack with an RSP of just £1.

*1: Maryland, Sweet Biscuits, Total Coverage including Discounters, Value Sales, Nielsen Scantrack, 08.08.2020
*2: Total Coverage including Discounters, Value Sales, Nielsen Scantrack, 25.01.2020

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