Burton’s Biscuit Company is introducing new seasonal packs for its Maryland Cookies and Cathedral City Baked Bites, to bring some festive cheer to the biscuit fixture this Christmas.

Maryland Cookies is being transformed into ’Merryland’ Cookies from September 17, with the introduction of a 175g share box of Maryland Minis for home consumption, gifting or as a stocking filler (rrp £1).

Burton’s will also launch a festive-themed version of its savoury Cathedral City Baked Bites next month, which the company bakes under licence from Dairy Crest.

Packs of Baked Bites are being given a limited-edition seasonal design and will be sold in 140g share boxes. (rrp £1.49) The product is also available in multipacks of five or six.

Mandy Bobrowski, UK and Ireland marketing director at Burton’s Biscuit Company, said: “Seasonal biscuits present a major profit opportunity for convenience retailers, worth £13m last year and growing well ahead of the total market at 3.8% (Nielsen 16 wks to 30 December 2017).

“It’s crucial that retailers maximise this opportunity by stocking a product range that will appeal to the different occasions of home consumption, novelty and gifting. Merchandising by these key occasions will make life easier for shoppers, and will also enable retailers to capitalise on increased demand. Having sufficient stock on shelf when demand for biscuits is so strong also plays a key role in driving sales.”