Burton’s Biscuit Company has entered the sharing sector with the launch of Maryland Cookie Bites.
The bite size chocolate-coated cookies are available in Choc Chip and Choc Chip Caramel varieties.
Head of category and shopper management David Costello said: “Biscuits shoppers are highly impulsive and are increasingly looking for an indulgent evening treat that can be shared with family or friends at home.
“We’ve all heard of Big Night In, but Not Going Out occasions – when everyone is at home together and looking for something a little more indulgent or treaty – is a far bigger occasion and one that is in major growth.
“With share packs representing 88% of Not Going Out sales, we’re confident that Maryland Cookie Bites will help to drive the growth of in-home biscuit consumption.”
The launch is being supported by digital activity across the Maryland social media platforms and with dedicated POS and sampling.