Fox’s Burton’s Companies (FBC UK) is introducing its first ever price-marked pack (PMP) for its popular Maryland Choc Chip Minis range into the wholesale and impulse channel. The new addition to Britain’s number one cookie brand,[2] comes as shoppers look for convenient, on-the-go formats, but also reassurance from well-known brands. Each mini bag also comes in small portions and are under 100 calories each.
The new format aims to drive mini biscuit sales within the channel by helping retailers make the most of the growing PMP opportunity. In fact, price-marked packs account for 73% of independent outlet ‘sweet biscuit’ volume sales[3], highlighting the growing opportunity here. What’s more, recent findings from FBC UK research, forecasts a +£7.8m value sales opportunity for impulse outlets if these stores had the same proportion of mini biscuit sales as the wider market, over the next year[4].
Colin Taylor, Trade Marketing Director at FBC UK said: “The popularity and growth in minis has been a consistent trend in the ‘sweet biscuit’ category over recent years, but not something many convenience stores have fully benefitted from. With Maryland sales up 18.1% year on year[5], the brand is perfectly positioned to help drive growth with multiple product formats, including these new price marked packs of mini biscuits.”
“Mini products are proving popular with shoppers as they offer small portion and pre-packaged treats, meeting the demand for a tasty on-the-go snack. PMPs are a perfect convenience store offering, and the new Maryland Choc Chips Mini price-marked pack, offers a great opportunity for driving growth in the ‘sweet biscuit’ category.”
The new Maryland Choc Chip Minis pack will be priced at £1.29 and will be available in 118.8g (6 x 19.8g) mini bags from July 2023.
[2] NIQ Total Coverage 52we 15 04 23
[3] NIQ Total Coverage to we 15 04 23
[4] NIQ 52we 15 04 23
[5] Kantar Hard Discounters & Variety Retail 52we 14 05 23
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