Fox’s Burton’s Companies (FBC UK) is introducing a new price marked pack (PMP) White Choc Chip Cookie to its Maryland range, crunching into store from May across grocery and convenience channels. White chocolate is a strong performing flavour[1], with over a quarter of GB households[2] buying into white chocolate biscuits, resulting in a +25.6% growth in volume sales year-on-year across the category[3]. Coupled with a new PMP, this launch will meet a clear consumer demand that the nation’s number one cookie brand[4] can help retailers tap into.
The new PMP launch is the perfect addition to retailer’s Maryland range, appealing to both existing customers as well as attracting new shoppers with its popular flavour and affordable PMP. Given the current demand for value from shoppers, the new format provides reassurance on price and provides retailers with a way to drive more growth, with PMPs accounting for 70% of independent outlet ‘Sweet Biscuit’[5] volume sales already.
Colin Taylor, Trade Marketing Director at FBC UK comments: “Maryland is a brand that everyone knows and loves, and we wanted to innovate to offer shoppers a twist on their favourite cookie[6]. 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,[7] whilst still retaining your loyal Maryland buyers.”
The Maryland White Choc Chip PMP will be available from early May in grocery, as well as across the convenience and wholesale chann
[1] White Chocolate is worth £46M to Sweet Biscuits seeing strong YoY growth +29% vs YA, outperforming the overall Sweet Biscuit growth of +20%. – NIQ, Total Coverage (52 WE 06.04.2024)
[2] Kantar, Total Market (52 WE 14.04.2024)
[3] NIQ, Total Coverage (52 WE 04.04.2024
[4] Combined Read – NIQ, Total Coverage 52 WE 16 03 24 +Kantar, Hard Discounters & Variety Channel 52 WE 17 03 24
[5] NIQ Total Coverage to 52we 09 03 24
[6] Combined Read – NIQ, Total Coverage 52 WE 16 03 24 +Kantar, Hard Discounters & Variety Channel 52 WE 17 03 24
[7] Kantar, Total Market (52WE 14.04.2024)
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