Burton’s Biscuit Company has expanded its fast-growing ‘less than 100 calories’ biscuits and snacks range with the launch of Maryland Oaty Cookie Bars.

High in fibre and wholegrain oats, the individually-wrapped chocolate chip cookie bars will be targeted at the on-the-go and lunchbox occasions.

The new offering contains six Oaty Cookie Bars, each just 94 cals, with an MRSP of £1.39.

“As consumer demand for more permissible options shows no signs of abating, Maryland Oaty Cookie Bars reinforces our commitment to leading the way in portion control, offering the strongest ‘less than 100 calories per serve’ range in the UK’s £3 billion biscuits category,” said Kate Needham, marketing director at Burton’s Biscuit Company.

“This wide-ranging initiative includes a 20% calorie and sugar reduction across our portfolio, providing consumers with more permissible, high quality, great-tasting products which can be enjoyed as part of a balanced diet, in or out of home.”

The move follows the introduction of less than 100 calorie packs across Burton’s core Minis biscuits range in 2018 and the launch of Maryland Sugar Free Cookies in February this year.

Maryland Oaty Cookie Bars roll out across channels from May.