Burton’s Biscuit Company is moving its cookie brand into the sharing sector with the launch of Maryland Cookie Bites.

Two new SKUs – Choc Chip and Choc Chip Caramel – will be available in a pouch format from mid February with an RRP of £1.49 (120g x 7 SRP), featuring bite-size chocolate chip cookies coated in milk chocolate.

“Biscuits shoppers are highly impulsive and are increasingly looking for an indulgent evening treat that can be shared with family or friends at home,” said David Costello, head of category and shopper management at Burton’s Biscuit Company.

“With the launch of Maryland Cookie Bites, we’re meeting the growth in consumer demand for treatier biscuits that can be enjoyed as part of a night in. We’ve all heard of Big Night In, but Not Going Out occasions – when everyone is at home together and looking for something a little more indulgent or treaty – is a far bigger occasion and one that is in major growth.

“With share packs representing 88% of Not Going Out sales, we’re confident that Maryland Cookie Bites will help to drive the growth of in-home biscuit consumption.”

The launch will be supported by digital activity across the brand’s social media feeds, dedicated POS and sampling activity.

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