Burton’s launches new on-pack promo for Maryland Minis


Burton’s Biscuit Company has introduced an on-pack promotion timed to coincide with the key ‘Back to School’ occasion.

The ‘Minis Get Moving’ promotion will feature on around three million Minis packs of Maryland Choc Chip and Maryland Double Chip Mini Cookies, encouraging children to get active and have fun.

The promotion also marks the launch of an ongoing initiative from Burton’s to promote a healthy lifestyle and help families to get active in fun, accessible ways.

An instant win mechanic will give families the opportunity to win an array of prizes, redeemable through online vouchers, including FitBit Ace 2s, bikes, scooters, skateboards and family prizes such as trampolines, garden play equipment and games.

To enter, consumers simply visit a microsite (www.minisgetmoving.com), choose a prize category and enter their details and a batch code. The promo is scheduled to run from mid-August to 7 November.

Shoppers purchasing the promotional packs will be eligible to claim a free ‘Kids Go Free’ voucher, valid against hundreds of sports and leisure activities around the country -including canoeing, horse riding, tennis and mountain biking – and redeemable for a year after the promotion ends.

Kate Needham, marketing director at Burton’s, said: “Having become accustomed to spending more time at home, today’s children are the least active generation ever with less than 20 per cent achieving the recommended 60 minutes of activity each day. We want to inspire them to discover ways to become more active, but in a way that is less about competitive sport and much more about playing and having fun!

“We know that not having the right kit or equipment can be a barrier to exercise and play, so for the first of many promotions within our on-going ‘Minis Get Moving’ initiative, we’re providing children and their families with just what they need to have fun and try something new.

“We expect the promotion to really drive purchase. Not only will it enable children to have fun whilst being active, we know that 33 per cent of shoppers are more likely to buy a product featuring an on-pack promotion.”

With the ‘Minis Get Moving’ initiative, Burton’s hopes to build on its work on portion control, which began in 2018 by reducing the calorie content of its biscuits with a 20 per cent sugar and calorie reduction across the portfolio.

The company launched the ‘Under 100 Cal Club’ last year, the UK’s first and biggest range of reduced calorie biscuits, giving consumers an increased choice of permissible snacks under 100 calories.