Maryland introduces non-HFSS cookie for a healthier indulgence

The first item in Fox’s Burton’s Companies’ (FBC) cookie line to be non-HFSS (not high in fat, salt, or sugar) is Maryland Delightfully Good.

The new range, Maryland-FBC-Cookie-Delightfully-Good, represents a turning point in the brand’s development, offers health-conscious consumers the distinctive flavour of a Maryland cookie while having more than 30% less sugar than its predecessor.

FBC noted that early consumer taste testing had shown the new variant performing on par with standard Maryland cookies.

David Hebson, trade marketing director at FBC, said: this significant step for Maryland and reflects the business’s commitment to innovation that puts consumer needs first.

“It allows us to connect with new shoppers too, thanks to its non-HFSS status,” Hebson said. “Alongside the recent release of the more indulgent Chocolate Creme S’wich product, Delightfully Good gives Maryland a full and varied portfolio for every shopper.

“The launch also unlocks broader promotional opportunities for Maryland, allowing it to reach more customers, amplifying reach and accelerating growth. As one of the most recognised biscuit names in the UK, this launch further solidifies Maryland’s role as a category leader.”

Maryland Delightfully Good is rolling out in Tesco, Morrisons and Sainsbury’s with an MRSP of £1.60 (200g).