Burton’s Biscuit Company is set to introduce an ‘indulgent’ extension of its Maryland brand called Big & Chunky.
Available from January, the cookies come in two variants – White Choc & Caramel and Milk & Dark – with an RSP of £1.49 for a 180g pack. The latter is also available in a price-marked pack (PMP) for £1.39.
“With our new Big & Chunky lines, we’re bringing our best-loved cookie recipes into a bigger and chunkier format that’s perfect for a slightly more indulgent treat,” said Mandy Bobrowski, UK and Ireland marketing director at Burton’s Biscuit Company.
“We’re also tapping into the impulsive nature of biscuit shoppers, with a PMP format that will enable retailers to drive sales from impulse purchases.”
The NPD follows what Burtons described as a successful year for the brand, worth £50m and growing at 9.5% year on year, according to Nielsen Scantrack data to 7 October 2017. This was driven by sales of its core range, which are up 6.2% to £27.5m, and Maryland Minis, which experienced 12.2% growth.
A wide range of NPD has been launched under the Maryland brand over the past year, including Maryland Thins, designed to tap into the trend for a ‘lighter’ snack, and Maryland Crispies, cookies with crispy pieces in them.