Maryland’s limited-edition Butterbeer cookies mark 25 years of Harry Potter
Maryland Cookies is introducing a limited-edition Butterbeer-flavoured cookie in collaboration with Warner Bros. Discovery Global Consumer Products, tapping into fan demand for flavours inspired by the world of Harry Potter Wizarding World.
The launch coincides with the 25th anniversary of the first Harry Potter and the Philosopher’s Stone film and forms part of the global “Butterbeer Season” celebration, which runs from 1 March to 31 May.
Produced by Fox’s Burton’s Companies, the limited-edition cookies combine the brand’s signature crunchy, crumbly texture with sweet butterscotch-style notes inspired by Butterbeer, the wizarding drink familiar to fans of the franchise.
Available in stores now, the product will be distributed throughout the Butterbeer Season window and is positioned to capitalise on strong fan engagement with the flavour, which has generated more than 600,000 social media posts.
David Hebson, trade marketing director at Fox’s Burton’s Companies, said: “This launch brings together two iconic brands in a way that feels genuinely exciting for both shoppers and retailers. Butterbeer is a flavour that already has huge cultural relevance and combining this popularity with the UK’s number one cookie brand gives fans a new way to engage with the wizarding world.
“We know just how passionate Harry Potter fans are, and we’re incredibly excited to see their reactions when the product hits shelves.”
The launch will be supported by an on-pack promotional campaign, offering hundreds of fans the chance to win Harry Potter merchandise, including a grand prize trip to the Warner Bros. Studio Tour Hollywood.
Maryland Butterbeer Cookies will be available in a 200g standard roll-wrap pack (RRP £1.65) as well as a Minis format (RRP £1.50).
The collaboration highlights the continued use of limited-edition flavour innovation and entertainment brand partnerships to drive seasonal interest and incremental sales in the UK biscuits category.
