With the support of a multi-million-pound 360 campaign, Fox’s Burton’s Companies (FBC UK) is debuting a new look and innovation for its cookie brand, Maryland.
Maryland has seen retail sales value increase by 18% year-on-year and is now worth £63m. With £2.7bn 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, its signature shiny red and yellow branding has been enhanced to make it 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.
To recruit new shoppers to the brand, Maryland has also launched a new Choc & Caramel flavour. With caramel worth £131m in ‘Sweet Biscuits’ and growing by 30% in the last 52 weeks, the brand noted that there is no better time to expand the range with this flavour.
Colin Taylor, Trade Marketing Director at FBC UK, commented: “The evolution of Maryland’s brand identity is an exciting time for the business. 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. This alongside the addition of our delicious new flavour and our upcoming marketing campaign means brand awareness is going to be at an all-time high for our retail partners.
“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 supported with a multi-million-pound marketing investment across various different touchpoints, including TV, social and in-store activations. The new TV advert is set to be on screens from 23 October 2023.
The Maryland restage is rolling out across its core range in major retailers. Maryland Choc & Caramel has launched in Asda and will be followed by other major retailers from October with an MRSP of £1.50.
NAM Implications:
- Often a dilemma when a successful brand is doing well…
- …can be making any change.
- Fox’s are adding a new variant and packaging design re-set…
- …that will together add incremental sales.
- A new variant to attract new users and appeal to existing users.
- More appealing pack design to attract attention in the aisle.
- All backed by a multi-million-pound marketing investment.
- Rivals might be advised to recheck relative competitive appeal in the category…
