Fox’s Burton’s Companies (FBC UK) has added a new White Choc Chip Cookie variant to its Maryland range, which is rolling out across grocery and convenience channels this month.
The brand noted that white chocolate is a strong-performing flavour, with over a quarter of British households buying white chocolate biscuits, resulting in a 25.6% growth in volume sales year-on-year across the category.
Colin Taylor, Trade Marketing Director at FBC UK, commented: “Maryland is a brand that everyone knows and loves, and we wanted to innovate to offer shoppers a twist on their favourite cookie. There was no better time to launch our new White Choc Chip to offer even more choice down the biscuit aisle and to provide an affordable, everyday treat.
“To cater to all shoppers and tastes, we recommend stocking the new flavour, alongside the original Maryland Choc Chip Cookie, to make the most of the opportunity available. Bringing in White Choc Chip means you can broaden your shopper appeal, with white chocolate in biscuits over indexing with younger pre-families and families, whilst still retaining your loyal Maryland buyers.”
The Maryland White Choc Chip Cookie has an MRSP of £1.29 for a 200g pack with 20 cookies.
