Burton’s Biscuit. Co is giving consumers a great-tasting cause for everyday celebration with the launch of Maryland Minis Birthday Cake biscuits.

The introduction of the nation’s No.1 Kids Mini*1 in this popular flavour is expected to strengthen Burton’s position as the leading manufacturer in the UK’s £62.3 million*1 children’s minis biscuits market.

Available from mid-August, the new birthday cake variant comprises delicious, crunchy Maryland Mini cookies full of vibrant multicoloured sprinkles.

Each multi-pack contains 6 x 19.8g mini bags with an MSRP of £1.00, in line with the current Maryland Minis range.

“We’re giving children the opportunity to enjoy a fun, colourful birthday-style biscuit which is ideal for inclusion in a lunchbox or as a mid-afternoon snack,” says Kate Needham, Burton’s Biscuit Co’s Marketing Director.

“At less than 100 calories per bag, we’re also ticking the box for parents who want to give their children snacks and treats which are both convenient and permissible.”

Many of Burton’s best-selling brands such as Jammie Dodgers and Maryland Cookies are available in mini bite size or individual portions, making them perfect for an on-the-go snack as part of a balanced diet. Maryland Minis remains the number 1 Kids Minis brand (£10.4m RSV), with Jammie Dodgers number 2 (£5.2m RSV)*1.

In 2019, Burton’s introduced the ‘Under 100 Cal Club’, the UK’s biggest range of reduced calorie biscuits, giving consumers an increased choice of permissible biscuits and snacks under 100 calories.

1: Combined Read Total Market, Kids Mini’s – Nielsen Scantrack (MAT 52 Weeks – 16.05.2020) and Powerview (MAT 52 Weeks -17.05.2020).

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