A new format from Fox’s Burton’s Companies’ (FBC) Maryland Cookies has been unveiled, and is billed as the UK’s only chocolate chip cookie sandwich biscuit.
Combining the flavour and crunchy texture of a Maryland Chocolate Chip Cookie with a creamy chocolate filling, the S’wich is “set to be the ultimate sandwich biscuit,” FBC says.
Landing in Booker Wholesale on 16 July in 150g packs with an RRP of £1.50, before rolling out to all major retailers and wholesalers in August, the new line adds an indulgent twist to the growing sandwich biscuit category. FBC adds that it hopes this latest innovation will “drive basket spend and increase penetration by widening the demographic appeal.”
The launch will be supported with a multi-million-pound marketing campaign spanning outdoor, shopper, social and PR, it adds.
Commenting on the launch, David Hebson, trade marketing director at FBC, said: “The sandwich biscuit space has long been without a cookie variant - until now. Maryland S’wich is an exciting new proposition that combines the trusted appeal of the brand with the indulgent format of a crunchy, crumbly and creamy sandwich cookie.
“With strong consumer metrics behind the launch, we’re confident S’wich will deliver real incremental value. It’s a product that not only meets growing shopper demand for multisensorial textures and more indulgent biscuits, but also unlocks new opportunities for retailers to drive basket spend and category growth. We’re excited to partner with the trade on what is a game-changing addition to the Sweet Biscuit aisle.”
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