Burton’s Biscuit Company is relaunching its core Minis products and adding an on pack 100-calorie flash, in support of Public Health England’s 100-calorie snack initiative.

The 100 calorie flash will appear on packs of Maryland Minis, Maryland Minis Double Choc and Jammie Dodgers Minis from mid-August, with both Maryland Minis multi-packs reformatted to offer an additional inner bag with a slightly smaller portion size that hits 100 calories per serve (rrp £1).

The new 138.6g (7x19.8g) format is supported by research that revealed consumers would prefer a slightly smaller portion size if it meant 100 calories per serve.

Mandy Bobrowski, UK and Ireland marketing director at Burton’s Biscuit Company, said: “Biscuits can be enjoyed as part of a balanced diet, and we’re pleased to launch a category first initiative that’s a positive step towards easier and more informed choices at the fixture.

“Over half of Mini Biscuits are consumed by children, mostly at lunchtime or as an afternoon snack, so highlighting the calorie content on-pack will enable parents to make decisions when it comes to buying for their children - particularly following the government’s Change 4 Life campaign message of ‘100-calorie snacks – two a day max’.”