Burton’s Biscuit Company is bringing American-style soft cookies to UK biscuit aisles with the launch of Maryland Soft Baked cookies. The two varieties caramel & choc chunk and double choc chunk come in 200g packs, rrp £1.99.

Burton’s said they performed extremely well in consumer research, with 82% of consumers finding the concept ’appealing’ and 65% indicating they would be likely to buy them.

The launch is backed by a £3m support package, including national TV advertising.

The Maryland brand has grown by 18% in the past two years (Nielsen).

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