Maryland cookies makes a big S’wich in the category
BISCUIT treats firm Fox’s Burton’s Companies (FBC) has announced the roll out for the Maryland brand with the launch of Maryland S’wich cookies.
Taking the beloved brand to a new format for the first time in over a decade, the new packs feature two Maryland cookies sandwiched together with a creamy chocolate filling.
FBC has said this marks a first for the UK market with the new Maryland S’wich cookies as the UK’s only chocolate chip cookie sandwich biscuit.
Landing in Tesco stores and Booker depots from 16 July, the new Maryland S’wich 150g packs come with an RRP of £1.50 and will roll out to all major retailers and wholesalers in August.
The new move comes as the Maryland brand continues to go from strength to strength, says FBC. This is backed up by recent NIQ data which found the brand has now risen to a worth of £72.4million.
To support the new launch, FBC has introduced a multi-million-pound marketing campaign spanning across outdoor, shopper, social and PR content to drive up awareness with consumers.
David Hebson, trade marketing director at FBC, said: “The sandwich biscuit space has long been without a cookie variant – until now.
“Maryland S’wich is an exciting new proposition that combines the trusted appeal of Maryland with the indulgent format of a crunchy, crumbly and creamy sandwich cookie.
“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 multi-sensorial textures and more indulgent biscuits but also unlocks new opportunities for retailers to drive basket spend and category growth.
“We’re excited to partner with the trade on what is a game-changing addition to the sweet biscuit aisle.”
