Maryland Thins Choc

Burton’s biscuit company announces significant investment for Maryland with range wide rebrand and NPD

June 14, 2017, 2:03 pm

Burton’s Biscuit Company is announcing significant investment in its £50m¹ Maryland brand over the next 12 months, with a range wide packaging refresh, exciting innovation and a social media campaign.

Maryland cookies range
Maryland cookies range

The new contemporary look and feel for Maryland will improve standout and range navigation for shoppers, and will come to market with the launch of Maryland Thins; a new addition to the range launching this month.

Targeting younger 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 (rrp £1.49/128g), available in shelf-ready packaging in case sizes 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, and TV advertising to be aired in Q1 2018.

“Maryland remains the nation’s no.1 cookie brand, growing at 10% year-on-year², and gaining an additional 800,000 households in the past year alone³ thanks to continued growth of Maryland core and innovative NPD,” says Mandy Bobrowski, UK & Ireland Marketing Director at Burton’s Biscuit Company.

Maryland Thins Caramel
Maryland Thins Caramel

“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.”

Maryland Thins Choc
Maryland Thins Choc

The announcement comes following recent innovation from Maryland, including the 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.


1: Nielsen 08.10.2016
2: Nielsen Scantrack 25.02.17
3: Kantar 26th February 2017
*: Kantar Worldpanel Usage 52 w/e 25th Feb 2017



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