Burton’s Biscuit Company is set to accelerate demand for its ‘less than 100 calories’ offering with a New Year launch of the ‘Under 100 Cal Club’, offering a product range suitable for consumers of all ages.

The move enables Burton’s to promote the UK’s biggest range reduced calorie biscuits together, in line with the company’s commitment to leading the way in portion control, giving consumers an increased choice of permissible biscuits and snacks under 100 calories.

“Demand for permissible snacking options continues to grow as shoppers recognise the role that reduced calorie products can play in a balanced diet, particularly at the start of the year when calorie control is high on the agenda,” said marketing director Kate Needham.

“The Under 100 Cal Club will help shoppers to easily identify the calorie content of our products and to make an informed choice, whilst offering a range of delicious mini bite size and individual portions that are perfect for eating on the go, lunchboxes or an after-school treat.”

Burton’s will be backing the Under 100 Cal Club with a range of in-store activation throughout 2020 and will be engaging consumers with activations which bring the club to life and encourage them to think about responsible snacking.

Burton’s also plans to extend the range to include more options from its brands at less than 100 calories a serve.