Softly softly approach from Maryland

Burtons, Biscuits, Maryland, Soft baked

BURTON’S Biscuit Company is expanding its Maryland brand with the introduction of a soft cookie variety.
Maryland Soft Baked will be available in Caramel and Choc Chunk or Double Choc Chunk varieties with a pack of eight 25g cookies expected to retail at £1.99.
The move has involved substantial investment in manufacturing and will be backed by a £3m campaign including TV advertising, said the firm.
Burton’s claims that the soft cookies performed well in consumer tests, with 82% of consumers finding the product appealing and 65% indicating they were likely to buy it.
The new lines feature Gingham-style packaging that the company reckons will ensure the products stand out on shelves.