Burton’s Biscuit Company has launched Maryland Soft Baked cookies after what it refers to as “breakthrough” technology.

According to the biscuit firm, Maryland as a brand has grown 18% in the past two years, with a retail sale value of £47.7m.

Burtons has previously launched Maryland Gooeys, but said it was confident that the launch of these cookies would be bigger.

The product will be supported by a £3m investment, including a national TV advert later this year.

David Costello, Burton’s Biscuit Company’s head of customer category management, said:

“Multi award-winning Maryland Gooeys was the biggest biscuit launch of 2013, introducing one-and-a-half million new shoppers to the Maryland brand.

“We’re confident that Maryland Soft Baked cookies will be even bigger.

“Maryland Soft Baked stands apart from anything else currently available in the biscuit aisle.

“This is the sort of genuine product innovation that will really excite consumers, attracting them to the fixture, while helping to drive growth of Maryland and reinvigorate the category.”

The cookies will be available in two flavours, caramel & choc chunk and double choc chunk. Each pack contains eight 25g cookies, and has an RRP of £1.99.