Burton’s Biscuits is reformatting its core Minis products and adding an on-pack 100-calorie flash.
The move is in support of Public Health England’s 100-calorie snack initiative.
The 100-calorie flash will appear on packs of Maryland Minis, Maryland Minis Double Choc and Jammie Dodgers Minis from mid-August, with both Maryland Minis multi-packs reformatted to offer an additional inner bag with a slightly smaller portion size that hits 100 calories per serve.
The new 138.6g (7 x 19.8g) format is supported by research that said consumers would prefer a slightly smaller portion size if it meant 100 calories per serve.
“Biscuits can be enjoyed as part of a balanced diet, and we’re pleased to launch a category first initiative that’s a positive step towards easier and more informed choices at the fixture,” said Mandy Bobrowski, UK & Ireland Marketing Director at Burton’s Biscuit Company.
“Over half of Mini Biscuits are consumed by children, mostly at lunchtime or as an afternoon snack, so highlighting the calorie content on-pack will enable parents to make decisions when it comes to buying for their children – particularly following the government’s Change 4 Life campaign message of ‘100-calorie snacks – two a day max’.”
Earlier this year, Burton’s announced marketing support in excess of £1m for its £50m Maryland brand, kicking-off 12 months of sustained activity including a return to TV, on-going social media activity, in-store activation, and NPD with details to be announced.
