Fox’s Burton’s Companies (FBC) has today announced a major change for its Maryland brand, with the launch of an exciting innovation in the sandwich biscuit category.
Maryland S’wich takes the much-loved Maryland Cookie to a new format for the first time in over a decade and is the UK’s only chocolate chip cookie sandwich biscuit.
Combining the iconic flavour and irresistibly crunchy, crumbly texture of a Maryland Chocolate Chip Cookie with a rich, creamy chocolate filling, the Maryland S’wich is set to be the ultimate sandwich biscuit.
Landing in Tesco and Booker on 16 July (150g, RRP £1.50) before rolling out to all major retailers and wholesalers in August, the new product adds an indulgent twist to the £196.6Mi fast-growing sandwich biscuit category.
Already boasting an impressive 89% purchase intent scoreii, the innovation is set to drive basket spend and increase penetration by widening the demographic appeal.
The move comes at a time when Maryland continues to go from strength to strength, retaining its position as the UK’s number one cookie brand, worth £72.4miii.
Commenting on the launch, David Hebson, Trade Marketing Director at FBC said:
“The sandwich biscuit space has long been without a cookie variant — until now. Maryland S’wich is an exciting new proposition that combines the trusted appeal of Maryland with the indulgent format of a crunchy, crumbly and creamy sandwich cookie.
“With strong consumer metrics behind the launch, we’re confident S’wich will deliver real incremental value. It’s a product that not only meets growing shopper demand for multisensorial textures and more indulgent biscuits but also unlocks new opportunities for retailers to drive basket spend and category growth. We’re excited to partner with the trade on what is a game-changing addition to the Sweet Biscuit aisle.”
The launch of Maryland S’wich will be supported with a multi-million-pound marketing campaign, spanning outdoor, shopper, social and PR.
i NIQ, Total Coverage, 52WE 07/06/2025
ii Wirral Taste Test Panel Sept 24.150 respondents, all biscuit consumers
iii NIQ Total Coverage to 17 05 25 Kantar, Hard Discounters & Variety Channel 18 05 25.
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