Burton’s Biscuit Co. is rolling out the latest offering in its Maryland Kookie Crew range with the ultimate biscuit barrel mash up.
Maryland ‘Ooh How Jammie’ brings together the flavours from two of the UK’s most iconic biscuit brands, Maryland (£49m*1) and Jammie Dodgers (£25m*1).
The new addition is a perfect combination of a delicious raspberry dough loaded with Maryland chocolate chips and raspberry pieces for a burst of Jammie Dodgers flavour. The distinctive pink wrapper features both brands and a characterful tagline ‘you lucky cookie’, which will be the focus of the accompanying comms supporting the launch.
Kate Needham, Burton’s Biscuit Co’s Marketing Director, said new Maryland ‘Ooh How Jammie’ is “packed with the kookiness of Maryland and the cheeky mischief of Jammie Dodgers, brought together for the ultimate biscuit mash up. Maryland ‘Ooh How Jammie’ is the latest addition to our Kookie Crew range, bringing imaginative new flavours and texture combinations to the biscuit fixture.”
Maryland ‘Ooh How Jammie’ (200g) will launch into ASDA in October as a 3 month exclusive available at 85p, before rolling out market wide in 2022.
It follows the successful introduction of previous Kookie Crew SKUs, Jaffanator, It’s Mint to Be and Hazelnutter earlier this year, alongside a £750,000 marketing investment for the nation’s No.1 cookie*1 brand.
*1 Sweet Biscuits: Combined Read: Nielsen Scantrack (14.08.2021) Total Coverage including Discounters and Kantar (08.08.2021) Total Value Channel