Fox’s Burton’s Companies (FBC) has unveiled what it claims is the UK’s only chocolate chip cookie sandwich biscuit.
Launching this month, Maryland S’wich is the first new format rolled out under the Maryland brand in more than a decade. It is described as combining ‘the iconic flavour and crunchy, crumbly texture of a Maryland Chocolate Chip Cookie with a rich, creamy chocolate filling’.
The biscuits make their debut in Tesco and Booker next week (rsp £1.50/150g) ahead of a wider retail roll out the following month.
FBC will be hoping the launch can continue to increase sales of Maryland, which have grown 5% year on year to £73.4m [NIQ 17 May 2025].
“The sandwich biscuit space has long been without a cookie variant – until now,” said FBC trade marketing director David Hebson, adding that the launch is set to drive basket spend and widen demographic appeal.
“With strong consumer metrics behind the launch, we’re confident S’wich will deliver real incremental value. It’s a product that not only meets growing shopper demand for multisensorial textures and more indulgent biscuits but also unlocks new opportunities for retailers.”
The launch of Maryland S’wich is being supported with a multi-million-pound marketing campaign including outdoor, shopper, social and PR activity.
As well as Maryland, FBC produces brands including Fox’s Cookies, Jammie Dodgers and Party Ring Minis from several bakeries across England, Scotland and Wales. It also becomae the exclusive distributor of Royal Dansk Butter Cookies in the UK and Ireland last month.
The business was formed in 2022 with the merger of Fox’s Biscuits and Burton’s Biscuits, creating the second largest branded biscuit baker in Britain. The merger followed the acquisition of both businesses by CTH Invest, a Belgian holding company related to the Ferrero Groupe.
FBC UK’s most recent financial results for the 53 weeks to 31 August 2024 showed improvements in sales, volumes, profitability, and market share – revenue leapt 28% to £491.2m while gross profit margin was up from 15.3% in FY23 to 18%.
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