Maryland has added a non-HFSS cookie with over 30% less sugar than its traditional counterpart.
Called Deliciously Good (rsp: £1.60/200g), the NPD offers shoppers the “signature flavour of a Maryland cookie with greater peace of mind around health”, it said.
It has rolled into Tesco, Sainsbury’s and Morrisons.
“This is a significant step for Maryland and reflects our commitment to innovation that puts consumer needs first,” said David Hebson, trade marketing director at Maryland owner Fox’s Burton’s Companies.
“It allows us to connect with new shoppers too, thanks to its non-HFSS status.”
Maryland last month claimed a UK first with the launch of S’wich, a chocolate chip cookie sandwich biscuit.
“Alongside the recent release of the more indulgent Chocolate Creme S’wich product, Delightfully Good gives Maryland a full and varied portfolio, for every shopper,” Hebson added.
FBC has also expanded its Fox’s and Party Rings brands over recent months.
It last month added Fox’s Chocolatey Dubai Style Pistachio biscuits (rsp: £2.65/130g) and Fox’s Rocky Stack’d in Vanilla Cream and Chocolate Cream (rsp: £1.50/6x25g).
In March, it added a limited-edition Strawberry (rsp: 90p/125g) spin-off for Party Rings, followed by the launch of Under the Sea Minis, (rsp: £1.50/6x21g), featuring Party Rings’ “much-loved” iced shortcake biscuit recipe, but in “fun, fish shapes”, in April.
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