Fox’s Burton’s Companies (FBC) has unveiled Maryland Delightfully Good, the first product in its cookie range to be non-HFSS (non-high in fat, salt or sugar).
Marking a milestone in the brand’s evolution, the new line has been developed to offer health-conscious shoppers the signature flavour of a Maryland cookie, but with over 30% less sugar than its counterpart.
FBC noted that early consumer taste testing had shown the new variant performing on par with standard Maryland cookies.
David Hebson, Trade Marketing Director at FBC, said: “This is a significant step for Maryland and reflects our commitment to innovation that puts consumer needs first. It allows us to connect with new shoppers too, thanks to its non-HFSS status. Alongside the recent release of the more indulgent Chocolate Creme S’wich product, Delightfully Good gives Maryland a full and varied portfolio for every shopper.
“The launch also unlocks broader promotional opportunities for Maryland, allowing it to reach more customers, amplifying reach and accelerating growth. As one of the most recognised biscuit names in the UK, this launch further solidifies Maryland’s role as a category leader.”
Maryland Delightfully Good is rolling out in Tesco, Morrisons and Sainsbury’s with an MRSP of £1.60 (200g).
