Fox’s Burton’s companies in campaign to support new look for Maryland

With the support of a multi-million-pound 360 campaign, Fox’s Burton’s Companies (FBC UK) is debuting a brand-new look for leading cookie and No.1 minis brand, Maryland, to help retailers unlock and grow their “Sweet Biscuits” sales.

Maryland already has strong foundations and has seen retail sales value increase by 18 per cent year-on-year and is now worth £63m. With £2.7 billion pounds worth of retail sales in “Sweet Biscuits” last year, the brand is embarking on a new restage to help retailers make the most of the growing category opportunity available.

Starting with the evolution of the packaging, the signature shiny red and yellow branding already known and loved by generations has been enhanced, making it even easier for shoppers to find Maryland on shelf. The new packaging will spotlight the flavour variant front and centre on pack, also showing the breadth of choice available. Importantly, retailers will be able to create impactful in-store block branding so its unmissable for shoppers when walking down the biscuit aisle.

“The evolution of Maryland’s brand identity is an exciting time for the business,” said Colin Taylor, Trade Marketing Director. “We are already known for our quality recipe, affordability and our signature packaging, but we know there’s more we can do to support retailers to make the most of the opportunity available. From consumer testing we know that our new packaging has stronger appeal to shoppers and better purchase intent. We’re looking forward to seeing the reactions from our loyal shoppers and newcomers to the brand and hope to bring families together over the original cookie everyone knows and loves.”

The restage will be brought to life with a multi-million-pound marketing investment across various different touchpoints – from TV, social and in-store activations, to drive awareness and encourage footfall for retailers across all channels. The new TV advert is set to be on screens from 23 October 2023.

The Maryland restage is hitting shelves now across its core range.