Maryland claims to be the UK's bestselling cookie. According to Burton's, sales grew by 15% in the year to December. But in order to stave off competition from newcomers such as Masterfoods' recently launched Bisc& brand (Marketing, January 23), Burton's has pledged £5m support to Maryland this year.
The marketing activity includes a packaging makeover, three new products and a media campaign through Saatchi & Saatchi.
Brand manager Brian Maughan said the intention was to infiltrate the growing snacking sector as well as the traditional biscuit category.
The pack design, by The Design Group, has been simplified with the introduction of a three-dimensional logo and brighter photography.
Maryland Cookie Bars, Maryland Cookie Creams and Giant Maryland Cookies will join the range. Rather than try to battle for shelf space in the tough supermarket biscuit fixture, Burton's is targeting the snacking market and seeking distribution in outlets such as service stations, convenience stores, cafes and vending machines.