Maryland rebrand kicks-off with thin cookie

Maryland range

Burton’s Biscuit Company is making a significant investment in its Maryland brand over the next 12 months, with a range-wide packaging refresh, new products and a social media campaign.

The new contemporary look and feel for Maryland comes to market with the launch of Maryland Thins: a new addition to the range launching this month.

Targeting shoppers aged 25–45 years old looking for lighter snacking options, Maryland Thins will be available in two flavours, Milk & Dark Choc Chip, and Salted Caramel (RSP £1.49/128g), packed in shelf-ready cases of nine.

The new pack design will roll out to the rest of the range throughout June and July, supported by digital and social media activity. TV advertising is planned for early in 2018.

“Maryland remains the nation’s number one cookie brand, growing at 10% year-on-year, and gaining an additional 800,000 households in the past year alone thanks to continued growth of Maryland core and innovative NPD,” said Mandy Bobrowski, UK & Ireland Marketing Director at Burton’s Biscuit Company.

“The new designs will ensure Maryland remains relevant and contemporary, improving standout on-shelf and in turn, enabling shoppers to better navigate the fixture, whilst reinforcing the message of Maryland as cookie experts and a beacon brand on-shelf.

“Additionally, our new Maryland Thins will enable retailers to attract younger shoppers into the category through new and exciting products targeting afternoon snacking; the second biggest occasion for cookies.

“Retailers can look forward to growing profits from this iconic household brand.”

The announcement comes following the recent launch of Maryland Crispies, a 10g cookie with a light, crisp texture, and Maryland Cookie Bites in January; bringing the brand into sharing occasions with a new pouch format.