Fox’s Burton’s Companies (FBC) is bringing two iconic British brands together with the launch of Maryland S’wich Terry’s Chocolate Orange, marking the first time Terry’s unique chocolate orange flavour has been available in sweet biscuits.
The launch presents a significant opportunity for retailers by bringing Terry’s loyal confectionery shoppers into biscuits and giving existing Maryland shoppers an exciting new reason to buy. It sees the UK’s No.1 small cookie brand [1] team up the UK’s No.1 orange chocolate brand, tapping into a combined 15 million buyers nationwide.[2]
Initially available as a four-week exclusive in Tesco Group/Booker from 15th/5th July, the new biscuit includes the real iconic Terry’s orange oil as well as Maryland’s signature crunchy, crumbly chocolate chip cookie sandwich to create a distinctive Terry’s chocolate-orange cookie experience.
Terry’s Chocolate Orange is the first flavour extension of Maryland S’wich since the sandwich biscuit’s debut in July 2025. With chocolate orange standing as one of the top five flavours in anytime treats[3], and taste tests reporting an 85% purchase intent, the launch is an opportunity for retailers looking to boost biscuit sales.[4]
Speaking on the announcement, Jo Harwood, Chief Sales and Trade Marketing Officer at FBC said: “By partnering with Terry’s, Maryland is once again S’wiching up the biscuit aisle. The collaboration is designed to engage both existing fans and new consumers in the chocolate confectionery category, while creating meaningful opportunities to support category growth and sales performance. The launch is also expected to benefit from the seasonal association and pull that Terry’s has around Christmas following its initial launch period.”
My-Anh Bosquet, Terry’s Chocolate Marketing Director UK & Ireland added, “Terry’s is all about finding new ways to bring people joy, and teaming up with the UK’s number one small cookie brand[5] is exactly that. Seeing our iconic orange flavour baked into the Maryland S’wich for our first-ever entry into the biscuit aisle is a genuine landmark for Terry’s.”
Following the initial Tesco Group four-week exclusive, Terry’s Chocolate Orange Flavoured S’wich will launch across major retailers and wholesalers from 12th August. The product will also be available as a PMP and is set to MRSP at £1.39 per 150g pack.
The partnership is Maryland’s second major brand partnership this year, following its collaboration with Harry Potter to release a limited-edition run of Butterbeer-flavour Cookies, inspired by the Harry Potter films, as FBC continues to drive fan excitement and relevance for its brands through collaborations.
[1] *Circana (UK) Ltd, All Outlets GB, Maryland, Value Sales, 52 WE 24 Jan 2026
[2] Numerator By Worldpanel, Total Market, L52wks to 14.6.26
[3] Circana (UK) Ltd, All Outlets, GB, Maryland Cookies, Unit Sales, 52 WE 11 Oct, 2025|Market share in Orange Flavoured chocolate segment in 2024 in volume share in UK grocery mults
[5] *Circana (UK) Ltd, All Outlets GB, Maryland, Value Sales, 52 WE 24 Jan 2026
[6] : Sweet Biscuits Combined Read NIQ Total Coverage 52we 09 08 25 + Kantar Variety Retail 52we 10 08 25
Comments are closed.