Maryland launches new ‘S’wich’ biscuit

Maryland S’wich

The sandwich biscuit combines the iconic flavour and crunchy, crumbly texture of a Maryland Chocolate Chip Cookie with a rich, creamy chocolate filling

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Brand Central

Read More: Fox’s Burton’s Companies Maryland

Fox’s Burton’s Companies (FBC) has recently announced a major change for its Maryland brand, with the launch of an ‘exciting innovation’ in the sandwich biscuit category.

Maryland S’wich takes the much-loved Maryland Cookie to a new format for the first time in over a decade and is the only chocolate chip cookie sandwich biscuit.

Combining the iconic flavour and crunchy, crumbly texture of a Maryland Chocolate Chip Cookie with a rich, creamy chocolate filling, the Maryland S’wich is set to be ‘the ultimate sandwich biscuit’.

‘Exciting new proposition’

Commenting on the launch, David Hebson, trade marketing director at FBC said that the sandwich biscuit space has long been without a cookie variant — until now.

“Maryland S’wich is an exciting new proposition that combines the trusted appeal of Maryland with the indulgent format of a crunchy, crumbly and creamy sandwich cookie.

“With strong consumer metrics behind the launch, we’re confident S’wich will deliver real incremental value.

“It’s a product that not only meets growing shopper demand for multisensorial textures and more indulgent biscuits but also unlocks new opportunities for retailers to drive basket spend and category growth.

“We’re excited to partner with the trade on what is a game-changing addition to the Sweet Biscuit aisle.”

Maryland S’wich landed in Tesco 9 July (150g, RRP €1.89) and is rolling out to all major retailers and wholesalers throughout August.

FBC noted that the new sandwich biscuit is already boasting an impressive 89% purchase intent score[i], and the innovation is set to drive basket spend and increase penetration by widening the demographic appeal.

‘From strength to strength’

The move comes at a time when Maryland continues to go from strength to strength, retaining its position as Ireland’s number one cookie brand, worth €2.6 million value sales. NIQ Ire– Total Scantrack – Latest 52we 13.07.25)

The launch of Maryland S’wich will be supported with a multi-million-pound marketing campaign, spanning outdoor, shopper, social and PR across UK & Ireland.

[i] Wirral Taste Test Panel Sept 24.150 respondents, all biscuit consumers

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Read More: Fox’s Burton’s Companies Maryland