Burton’s Biscuit Company is tapping the trend for ‘lighter’ snacking with the launch of Maryland Thins Cookies.
Rolling out to retailers this month, the 128g Maryland Thins will be available in two flavours: Milk & Dark Choc Chip and Salted Caramel. They come in packs of nine, retailing at £1.49.
The launch comes five months after rival biscuits manufacturer Pladis rolled out McVitie’s Digestive Thins.
Burton’s said its Maryland Thins Cookies are targeted at younger shoppers aged 25-45 years. They will be supported by activity including a social media campaign and a range-wide packaging revamp. The new pack design will roll out to the rest of the range throughout June and July.
“Maryland remains the nation’s number one cookie brand, growing at 10% year-on-year (Nielsen), and gaining an additional 800,000 households in the past year alone (Kantar Worldpanel) thanks to continued growth of Maryland core and innovative NPD,” said Mandy Bobrowski, UK and Ireland marketing director at Burton’s Biscuit Company.
“Our new 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 (Kantar). Retailers can look forward to growing profits from this iconic household brand.”