Fox’s Burton’s Companies (FBC UK) is introducing a new White Choc Chip Cookie to its Maryland range, crunching into store from May across grocery and convenience channels. White chocolate is a strong performing flavour[1], with over a quarter of GB households[2] buying into white chocolate biscuits, resulting in a +25.6% growth in volume sales year-on-year across the category[3]. This launch will meet a clear consumer demand that the nation’s number one cookie brand[4] can help retailers tap into.
Colin Taylor, Trade Marketing Director at FBC UK comments: “Maryland is a brand that everyone knows and loves, and we wanted to innovate to offer shoppers a twist on their favourite cookie[5]. There was no better time to launch our new White Choc Chip to offer even more choice down the biscuit aisle and to provide an affordable, everyday treat.
“To cater to all shoppers and tastes, we recommend stocking the new flavour, alongside the original Maryland Choc Chip Cookie, to make the most of the opportunity available. Bringing in White Choc Chip means you can broaden your shopper appeal, with white chocolate in biscuits over indexing with younger pre-families and families,[6] whilst still retaining your loyal Maryland buyers.”
The Maryland White Choc Chip Cookie will be available from early May in grocery, as well as across the convenience and wholesale channel. It has an MRSP of £1.29 for a 200g pack with 20 cookies.
Maryland White Choc Chip
Price: £1.29
Pack size: 200g pack with 20 cookies
Case size: 12 packs in each case
[1] White Chocolate is worth £46M to Sweet Biscuits seeing strong YoY growth +29% vs YA, outperforming the overall Sweet Biscuit growth of +20%. – NIQ, Total Coverage (52 WE 06.04.2024)
[2] Kantar, Total Market (52 WE 14.04.2024)
[3] NIQ, Total Coverage (52 WE 04.04.2024
[4] Combined Read – NIQ, Total Coverage 52 WE 16 03 24 +Kantar, Hard Discounters & Variety Channel 52 WE 17 03 24
[5] Combined Read – NIQ, Total Coverage 52 WE 16 03 24 +Kantar, Hard Discounters & Variety Channel 52 WE 17 03 24
[6] Kantar, Total Market (52WE 14.04.2024)
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