Maryland, in collaboration with Warner Bros. Discovery Global Consumer Products (WBDGCP), has today announced the launch of Butterbeer cookies inspired by the wizarding drinks fans will recognise from the world of Harry Potter. With millions of fans globally, Harry Potter is one of the most popular franchises of all time and the Harry Potter x Maryland collaboration is set to present a huge opportunity for retailers in 2026.
Launching during the 25th anniversary year since the first Harry Potter film appeared on the silver screen, the limited-edition product will see the iconic crunchy, crumbly texture of a Maryland cookie paired with the sweet, rich, butterscotch notes that Butterbeer evokes.
Available from 9th March, Maryland Butterbeer Cookies will be available throughout “Butterbeer Season”, a celebration dedicated to the iconic wizarding drink that takes place globally between 1st March and 31st May.
With over 600,000 posts across social media dedicated to #Butterbeer[1] and fans showcasing their home-made versions of the iconic flavour, the Maryland Butterbeer flavour launch is expected to generate significant buzz with consumers and drive incremental basket spend for retailers.
Commenting on the launch, David Hebson, Trade Marketing Director at Fox’s Burton’s Companies, said: “This launch brings together two iconic brands in a way that feels genuinely exciting for both shoppers and retailers. Butterbeer is a flavour that already has huge cultural relevance and combining this popularity with the UK’s number one cookie brand gives fans a new way to engage with the wizarding world.
“We know just how passionate Harry Potter fans are, and we’re incredibly excited to see their reactions when the product hits shelves.”
The launch is supported by an on-pack competition giving hundreds of fans the chance to win Harry Potter merchandise, with one grand prize winner receiving an all-expenses-paid trip to Warner Bros. Studio Tour Hollywood
Maryland Butterbeer Cookies will be available in a 200g standard roll-wrap (RRP £1.65) and Minis format and (RRP £1.50).
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