Video: Burton’s director of sweet sets out strategy

26 January, 2015
Maryland Soft Baked

Maryland Soft Baked have launched to good reaction

British Baker met Toby Baker, director of sweet at Burton’s Biscuits Company, for a tour of Blackpool’s Cookie Centre of Excellence and to discuss this month’s launch of Maryland Soft Baked cookies as well as other plans for the future. 

Soft Baked follow a new recipe for an American-style cookie that has, so far, garnered “super positive” reaction from consumers. First-month sales data will be in at the end of January, but the company has “big ambitions” for what they want to do with the Maryland sub-brand, such as launching new flavours in a year.

“Our business is predominantly sweet, but we have launched our savoury products - Cathedral City Baked Bites and Fish’n’Chips crisps,” said Baker. “They are doing really well for us and taking us into new areas.”

Baker also spoke of the trend for ‘swavoury’ – the combination of salt and sweet flavours within one product. It has just launched peanut butter and salted caramel versions of Cadbury’s Fingers and aims to capitalise on savoury and ‘swavoury’ trends.

Burton’s has been injected with £40m-worth of investment over the past three years and it will continue to invest in all sites.

Watch our video with Baker, below.





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