Burton’s Foods has extended its flagship Maryland biscuit brand with the launch of a new range of “indulgent” cookies.
Maryland Specials will contain real fruit and nuts and are positioned as a premium product.
The range has two variants – oats, chocolate chunk and maple syrup and apple, cranberry and cinnamon.
It is expected to receive advertising support although it is not clear if that will include TV. Maryland says the brand’s extension beyond the everyday biscuit category has come in response to growing consumer demand for indulgent treats.
The product, priced at £1.29, comes in 200g packs. Each contains eight cookies, slightly larger than traditional Maryland varieties.
Burton’s is focusing on two areas of the biscuit market – indulgent treats and better-for-you products – under its licence with Cadbury.
In 2005 the company introduced Cadbury’s Highlights, which are lower in fat and calories than standard biscuits, and this year it has introduced a range of indulgent snacks such as Fudge Brownie Maryland Cookies and Choc Heaven chocolate fingers.
Last year it relaunched its classic biscuit brand Viscount and introduced a new variant to the range – Viscount Minis – in a bid to raise awareness and boost sales (MW, March 24, 2005). It was its first revamp for nearly 10 years.
Burton’s rivals include United Biscuits, owner of McVitie’s, Jacobs and Jaffa Cakes, and Northern Foods, which makes Fox’s Biscuits.