Burton’s adds another line to Maryland brand

Mix'ems
Mix'ems is the latest launch from Burton's under the Maryland brand
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Burton’s Biscuit Company has launched Maryland Mix’ems – another derivative of the popular £47m Maryland brand. 

Targeted at families with teenagers, Mix’ems offer a bit of fun with a combination of flavours and textures in each cookie. They will be available in two 144g variants, Toffee Popcorn, Caramel & Candy Shells, and Fruit Jellies & Candy Shells, with 9 x 16g cookies in each pack and an RRP of £1.59.

David Costello, head of customer category management, said: “Maryland Mix’ems offer a fun-filled combination of flavours and textures in every bite and will broaden the appeal of a brand that is already clearly established as the nation’s favourite cookie.

“The latest NPD from Maryland will build on the spectacular success of multi award-winning Maryland Gooeys and, more recently, Maryland Soft Baked which introduced American-style soft cookies to the biscuit aisle.

“It’s another example of Burton’s NPD leading the way with category-boosting products that attract shoppers to the fixture and drive incremental sales.”

The launch of Maryland Mix’ems will be supported by in-store sampling and POS.

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