Burton's relaunches and extends 'special treat' Maryland cookies range

By Vince Bamford contact

- Last updated on GMT

Maryland Creations rolls out to retailers from April
Maryland Creations rolls out to retailers from April

Related tags: Chocolate, Types of chocolate

Burton’s Biscuit Company is bringing all its Maryland ‘special treat’ cookies under a unifying banner in the UK and extending the line-up with new products.

Rolling out to retailers from next month (April), the new range will be called Maryland Creations and is designed to be more distinctive and easier for consumers to shop. Existing sub-brands Soft Baked and Big & Chunky will now fall under the banner.

Maryland holds a 56% share of the UK branded cookies market, according to Burton’s, citing Nielsen data for the 52 weeks ending 30 January. The manufacturer said its Maryland ‘special treats’ products had annual sales of around £12m ($17m).

In addition to the new branding, the Big & Chunky cookies are getting improved recipes while a Fudge Choc Brownie variant is joining the Soft Baked line-up.

New Choc Dipped cookies

Maryland Creations will also include new Choc Dipped cookies - a milk and dark chocolate chunk cookie half-coated in milk chocolate.

And Burton’s is launching what it has described as “the next development in filled cookies​”, using its “industry-leading​”  technology to create large Maryland Creations Soft Centres cookies filled with a milk chocolate cream.

The Maryland Creations range has been developed to simplify the offering for shoppers and be more distinctive, driving stand-out on shelf​,” said Burton’s Biscuit Company category & shopper management head David Costello.

'Beacon' biscuit treat range

With the introduction of Maryland Creations, we’re simplifying the offering for shoppers and creating a true beacon biscuit treat range to drive shoppers to the fixture and in turn, help retailers grow the Maryland brand in-store​.”

Burton’s is backing the Maryland Creations launch with a £1.2m marketing campaign including six-sheet posters, print advertising and sampling. 

Maryland Creations line-up

Maryland choc dipped

All products carry a recommended retail price of £1.79 ($2.58):

Soft Baked: Caramel & Choc Chunk (200g)

Soft Baked: Choc Fudge Brownie (200g)

Big & Chunky: Hazelnut Crunch (180g)

Big & Chunky: Milk & Dark Choc Chunk (180g)

Soft Centres: Milk Chocolate Cream (176g)

Related topics: Manufacturers, Biscuits, Premium

Related news