Burton’s Biscuit Company is continuing to offer innovattion in the biscuit category with the introduction of Maryland Gooeys. The launch will be supported by a multi-million pound through the line campaign, including consumer sampling and advertising.
Maryland Gooeys are crunchy choc chip cookies filled with a chocolatey, gooey centre. The three variants – Chocolate, Hazelnut and Triple Choc – are available in 160g packs (10 cookies per pack), with an rrp of £1.79, promoted to £1. Two variants will also be available in price marked packs, priced at £1.29.
Research by Burton’s Biscuit Company shows that Maryland Gooeys are very appealing to families and score significantly higher than competitors. The research also shows that the new “eating journey” offered by Gooeys is enjoyed by consumers.
The multi-million pound support package includes above the line advertising, price promotions, sampling and consumer PR.
Stuart Wilson, Chief Marketing Officer, Burton’s Biscuit Company, said: “2013 is a massive year for Maryland, with a brand new TV advert at the start of the year and now the launch of Gooeys. They are completely different to anything else in the biscuits category and have had a fantastic response from consumers. By launching an exciting new sub-brand, we will help retailers to generate significant incremental sales in the indulgent biscuit sector.”