Maryland Cookie Bites

Burton’s Biscuits is expanding its Maryland brand into the sharing category with the launch of Cookie Bites.

Rolling out from mid February, two variants of bite-size chocolate chip cookies coated in milk chocolate - Choc Chip, and Choc Chip & Caramel - will be available in a 120g pouch format at an rsp of £1.49.

The new range was created to meet rising consumer demand for “treatier biscuits that can be enjoyed as part of a night in” said David Costello, head of category & shopper management at Burton’s.

“Biscuit shoppers are highly impulsive and increasingly looking for an indulgent evening treat that can be shared with family or friends at home,” he added.

The NPD will be supported by social media, PoS and sampling. It follows last year’s redesign of Maryland and comes as the biscuit brand has slumped 9.7% in sales to £40.8m on volume down 12.7% [Nielsen 52 w/e 8 October 2016].