Burton’s Biscuit Co. is set to accelerate demand for its ‘fewer than 100 calories’ offering by bringing its less-calorific biscuits together using a Under 100 Cal Club banner.

Burtons Biscuit Co Under 100 Cal Club 2020

The creation of the portfolio is designed to help Burton’s fulfil its commitment to portion control, giving consumers of all ages an increased choice in the lower-calorie biscuits and snacks market.

Available for convenience retailers to stock from the new year, the Under 100 Cal Club includes:

  • Jammie Dodgers Minis (rrp £1 / 89 kcal per portion)
  • Jammie Dodgers Jam & Yogurt Snacks (rrp £1.39 / 97 kcal per portion)
  • Maryland Minis Choc Chip (rrp £1 / 99 kcal per portion)
  • Maryland Minis Double Choc Chip (rrp £1 / 99 kcal per portion)
  • Maryland Oaty Cookie Bars (rrp £1.39 / 94 kcal per portion)
  • Maryland Chocolate Cookie Bars (rrp £1.39 / 97 kcal per portion)

Kate Needham, Burton’s Biscuit Co.’s marketing director, said: “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.”

“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 began reducing the calorie content of its biscuits in 2018 with a 20% sugar and calorie reduction across its portfolio, including the reformulation of its Minis range and the introduction of the company’s first ever snack bars earlier this year.

The launch of the Under 100 Cal Club will be supported throughout 2020 by a range of in-store activations. Burton’s also plans to extend the portfolio to include more options from its best-selling brands over the next 12 months.