Maryland goes Gooey for 'a new experience' in the biscuit category

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Burton’s Biscuit Co has expanded its booming Maryland brand with a new cookies range featuring a gooey centre.

Maryland Gooeys are described as crunchy choc chip cookies with a gooey chocolate centre and, according to Burton’s, will offer “a new experience in the biscuits category”.

Available in chocolate, hazelnut and triple choc variants from Asda now, they will roll out to other retailers over the next three months. Gooeys are available in 160g packs with an rsp of £1.79, but have a promotional launch price of £1 and will also be sold in £1.29 price-marked packs.

Burton’s, which produces brands including Jammie Dodgers, Wagon Wheels, and Cadbury Fingers and biscuits under licence, said the NPD was a first for the UK and had received a strong positive response in consumer testing.

It is expecting Gooeys to drive incremental growth in the indulgent biscuit category and the Maryland brand, which has seen sales rise 15% to £41m [The Grocer 2012 Top Products Survey]. It will support the launch with activity including advertising, promotions and sampling.

Dome-shaped filled cookies had been around for some time in Europe and Japan, said Paul Beresford, MD of Cambridge Market Research. “It is a genuine innovation that could hit the mark if the eating qualities match expectations,” he added.

Mintel senior food analyst Alex Beckett said the launch was “a nice riposte to recent biscuity confectionery launches such as Cadbury Dairy Milk with Oreo and Aero Biscuit bars.”

Just under two years ago, United Biscuits launched the McVitie’s Quirks range of crunchy biscuits with a smooth chocolatey centre, predicting it would hit £30m within three years. Sales of the brand doubled last year to £3.8m [Nielsen 52 w/e 13 October 2012].

Readers' comments (4)

  • going by the packaging of the new *gooeys* cookies one expects a large area of gooey chocolate ..... not so
    although still delicious and crunch the gooey element is small in comparison
    may be a re-think of the packaging may help not to induce the customer to expect more from the product!!

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  • The Gooeys are all very well, but fail to chives the heights of itsItalian predecessor, the Grispi

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  • The Gooeys are great, I've always loved chocolate but what about the idea, staying with the cookie with the chocolate chips on the outside and a cherry or strawberry filling? They both god really well with chocolate.

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  • there really nice but from the packaging made me think they were bigger a little dissapointed with the lack of gooey chocolate inside
    stick with the chocolate inside but a little more please

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