Burton’s Biscuit Company is continuing to reduce sugar and calorie content across its sweet biscuit range with the launch of new Maryland Sugar Free Cookies

Following a sugar reduction programme on core Maryland and the introduction of less than 100 calorie packs across its Minis range last year, the new, sugar free offering is sweetened with maltitol and has an rrp of £1.39 / 230g pack.

The product is designed to be eaten as a mid-morning or mid-afternoon treat and the launch of Maryland Sugar Free Cookies will be supported with a social media and PR campaign.

Kate Needham, marketing & insight director at Burton’s Biscuit Company, said: “Currently, far too many sugar free options across many categories are regarded by consumers as boring and bland. With Maryland Sugar Free Cookies, we’re giving consumers the best of both worlds – a great-tasting biscuit from one of Britain’s best loved biscuit brands, and a product that’s ideal for the growing number of shoppers looking for lower/no sugar alternatives.

“We’re looking to bring the warmth, fun and great taste traditionally associated with Maryland Cookies to what many consumers perceive to be an uninspiring sugar free sector. The highly targeted marketing campaign will communicate the message that the new Maryland Sugar Free alternative will allow biscuit lovers everywhere to enjoy a great-tasting, sugar free cookie whilst having fun and not having to compromise on taste,” Needham added.