Fox’s Burton’s Companies (FBC UK) is introducing a new price marked pack (PMP) White Choc Chip Cookie to its Maryland range.

The new PMP launch is designed to appeal to both existing customers as well as attracting new shoppers, with PMPs accounting for 70% of independent outlet ‘Sweet Biscuit’ volume sales already according to NIQ data.

The Maryland White Choc Chip PMP will be available from early May in grocery, as well as across the convenience and wholesale channel. It has an MRSP of £1.29 for a 200g pack with 20 cookies.

Trade marketing director at FBC UK Colin Taylor said: “Maryland is a brand that everyone knows and loves, and we wanted to innovate to offer shoppers a twist on their favourite cookie. There was no better time to launch our new White Choc Chip PMP to offer even more choice down the biscuit aisle and to provide an affordable, everyday treat with our new format.

“To cater to all shoppers and tastes, we recommend stocking the new flavour, alongside the original Maryland Choc Chip cookie, to make the most of the opportunity available. Bringing in White Choc Chip means you can broaden your shopper appeal, with white chocolate in biscuits over indexing with younger pre-families and families, whilst still retaining your loyal Maryland buyers.”