Burton’s launches Maryland Creations

Maryland Creations range

Burton’s Biscuits has revealed a new look for Maryland, combining its £12m special treat brands into a single premium range ‘Maryland Creations’.

Rolling out from April, the new-look Maryland Creations range will not only unify Maryland’s special treat products, but will also mark the introduction of a new SKU – Maryland Creations Choc Dipped – a first for the Maryland brand, featuring a milk and dark chocolate chunk cookie half-coated in milk chocolate.

Alongside Choc Dipped, the new-look range will also be joined by what Burton’s is describing as “the next development in filled cookies” – Maryland Soft Centres – large crunchy cookies filled with a smooth milk chocolate cream.

Maryland Soft Baked will also join the range with a new Fudge Choc Brownie variant, with Maryland Big & Chunky completing the line-up with improved recipes for its Milk & Dark and Hazelnut Crunch variants.

The launch will be supported by a £1.2m marketing campaign including bus stop posters, newspaper advertising and sampling activity.

“The Maryland Creations range has been developed to simplify the offering for shoppers and be more distinctive, driving stand out on shelf,” said David Costello, Head of Category & Shopper Management at Burton’s Biscuit Company.

“With the introduction of Maryland Creations, we’re simplifying the offering for shoppers and creating a true beacon biscuit treat range that is sure to drive shoppers to the fixture and in turn, help retailers grow the Maryland brand in-store.”