Burton’s Biscuit Co. is to launch a thinner version of its Maryland cookies product in the UK and Ireland this month, as part of the company’s plans to invest GBP50m (US$64.5m) in supporting the brand over the next year.
The UK-based business told just-food the two-country launch is “targeting younger shoppers aged 25-45 looking for lighter snacking options”. Maryland Thins will be available in two flavours – milk and dark choc chip, as well as salted caramel.
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Mandy Bobrowski, the marketing director for the UK and Ireland at Burton’s, pointed to data from Nielsen that she said showed Maryland sales had grown 10% year-on-year. She added: “Maryland Thins will enable retailers to attract younger shoppers into the category through new and exciting products targeting afternoon snacking; the second biggest occasion for cookies.”
The launch of the thinner biscuit, in 128g packs at an RRP of GBP1.49 in the UK and an MRSP of EUR1.99 ($2.24) in Ireland, will be followed by a “packaging refresh” across the entire Maryland brand, Burton’s said.
Burton’s announced last August that it planned to launch a “transformational growth plan” across its core brands, including Maryland and Jammie Dodgers, following the sale of its Cadbury biscuit licence to Mondelez International.
Earlier this year, Burton’s announced its move into the sharing segment with the launch of bite-sized cookies under its Maryland brand.
In December, Mondelez introduced the thinner version of Oreo it first launched in China into the UK and Ireland.
