Burton’s Biscuit Company has announced the launch of Maryland Sugar Free Cookies, driving the agenda on sugar and calorie reduction further in the sweet biscuit category.
Burton’s has embarked upon a successful sugar reduction programme on core Maryland last year, along with the introduction of less than 100 calorie packs across its Minis range.
Maryland Sugar Free Cookies will ensure the brand is even more accessible to consumers looking to reduce their sugar intake. The new offering has an MRSP of £1.39 for the 230g pack.
“Currently, far too many sugar free options across many categories are regarded by consumers as boring and bland. With Maryland Sugar Free Cookies, we’re giving consumers the best of both worlds – a great-tasting biscuit from one of Britain’s best loved biscuit brands, and a product that’s ideal for the growing number of shoppers looking for lower/no sugar alternatives,” commented Kate Needham, marketing & insight director at Burton’s.
Burton’s will be targeting Maryland Sugar Free Cookies as a mid-morning or mid-afternoon treat.
“We’re looking to bring the warmth, fun and great taste traditionally associated with Maryland Cookies to what many consumers perceive to be an uninspiring sugar free sector,” added Needham.
The launch will be supported with an engaging social media and PR campaign.
“The highly targeted marketing campaign will communicate the message that the new Maryland Sugar Free alternative will allow biscuit lovers everywhere to enjoy a great-tasting, sugar free cookie whilst having fun and not having to compromise on taste,” Needham said.