Fox’s Burton’s Companies (FBC) has announced a major change for its Maryland brand, with the launch of an innovation in the sandwich biscuit category.
Maryland S’wich takes the Maryland Cookie to a new format for the first time in over a decade and is the UK’s only chocolate chip cookie sandwich biscuit.
Combining the flavour and crunchy, crumbly texture of a Maryland Chocolate Chip Cookie with a creamy chocolate filling, the Maryland S’wich is set to be the “ultimate sandwich biscuit”.
Landing in Tesco and Booker on 16 July (150g, RRP £1.50) before rolling out to all major retailers and wholesalers in August, the new product adds an indulgent twist to the £196.6m fast-growing sandwich biscuit category.
David Hebson, Trade Marketing Director at FBC, said: “The sandwich biscuit space has long been without a cookie variant – until now. Maryland S’wich is an exciting new proposition that combines the trusted appeal of Maryland with the indulgent format of a crunchy, crumbly and creamy sandwich cookie.
“With strong consumer metrics behind the launch, we’re confident S’wich will deliver real incremental value. It’s a product that not only meets growing shopper demand for multisensorial textures and more indulgent biscuits but also unlocks new opportunities for retailers to drive basket spend and category growth. We’re excited to partner with the trade on what is a game-changing addition to the Sweet Biscuit aisle.”
The launch of Maryland S’wich will be supported by a multi-million-pound marketing campaign, spanning outdoor, shopper, social, and PR channels.
