Burton’s Biscuit Company has extended its range with Maryland birthday cake minis.
Its Maryland Minis Birthday Cake biscuits are Maryland Mini cookies topped with multi-coloured sprinkles. Available from mid-August, each multi-pack contains six 19.8g mini bags for an rrp of £1.
The Maryland Minis range is the UK’s number one mini biscuit brand for kids, with a retail sales value of £10.4m, according to data firm Nielsen.
Burton’s said it hoped the popular birthday cake variant would strengthen its position in the nation’s children mini biscuits market, which is worth £62.3m, it added.
“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,” said Kate Needham, marketing director at Burton’s.
“At less than 100 calories per bag, we’re also ticking the box for parents who want to give their children snacks and treats that are both convenient and permissible.”
In 2019, Burton’s introduced the ‘Under 100 Cal Club’, a range of reduced-calorie biscuits offering consumers an increased choice of items at under 100 calories.
Burton’s also unveiled a new branding and vegan status for its Jammie Dodgers range, including Jammie Dodgers Minis.