Fun-filled combinations
Burton’s Biscuit Company is adding a dash of fun and excitement to its Maryland Cookies brand with the introduction of a new sub-brand, Maryland Mix’ems.
Maryland Mix’ems feature a playful combination of textures and sweet flavours mixed into every cookie; targeted at families with teens looking for a sweet treat to enjoy at home in the evening and at weekends.
Maryland Mix’ems 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.
Vibrant packaging featuring colourful stripes and a cookie bursting with a mix of flavours will create standout on-shelf, attracting current Maryland shoppers while helping to drive new shoppers to the fixture.
“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,” says David Costello, Burton’s Biscuit Company’s head of customer category management.
“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.
