Burton’s Foods unwraps range of Maryland upmarket cookies

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.

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now