Maryland has claimed a UK first, unveiling a chocolate chip cookie sandwich biscuit.
The NPD (rsp: £1.50/150g) features two Maryland cookies, sandwiched together with a “creamy chocolate filling”.
It will hit Tesco and Booker on 16 July before rolling out to all major retailers and wholesalers in August.
The innovation was set to drive basket spend and increase penetration, said Maryland, as it had 89% purchase intent among 150 consumers [Wirral Taste Test Panel, September 2024].
“The sandwich biscuit space has long been without a cookie variant – until now,” said David Hebson, Fox’s Burton’s Companies trade marketing director.
“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 multisensorial textures and more indulgent biscuits but also unlocks new opportunities for retailers to drive basket spend and category growth,” Hebson added.
The launch will be supported by a multimillion-pound marketing campaign, spanning OOH, in-store and social media activity.
It comes after FBC stablemates Party Rings, Jammie Dodgers and Thomas Fudge’s have also spent recent months launching NPD.
Party Rings added a limited-edition Strawberry (rsp: 90p/125g) spin-off in March. It then unveiled its first new biscuit shape in its 42-year history in April: Under the Sea Minis (rsp: £1.50/6x21g) feature Party Rings’ “much-loved” iced shortcake biscuit recipe, but in “fun, fish shapes”.
Meanwhile, Jammie Dodgers expanded its Minis range with Really Fruity (rsp: £1.25) in April.
Thomas Fudge’s last month extended its range to include Almond & Raspberry Viennese Swirls (£2.80/130g).
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