Burton’s aims to see rivals crumble with £5m cookie investment

Posted on 21 Jan 2015 by Jonny Williamson

Burton’s Biscuit Company has invested £5m at its Cookie Centre of Excellence in Blackpool to provide consumers with a unique tasting, industry first experience inspired by the American soft cookie.

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Maryland Soft Baked is inspired by the soft cookies popular in America.

Part of Burton’s Biscuit Company’s supply chain investment programme – more than £40m over the past three years – this substantial investment has supported the introduction of the UK’s latest cookie innovation, Maryland Soft Baked and builds on a £2m investment to increase capacity at Blackpool in 2013.

With market research highlighting consumers attraction to in-store bakeries, this latest sub-brand of Maryland Cookies – following Maryland Big & Chunky Cookies, Maryland Mini Cookies and Maryland Gooeys – offers UK consumers an industry first experience, a soft textured cookie of long shelf life, which draws on the traditional American-style cookie.

The recent £5m investment has resulted in increases across production, capacity and capabilities, alongside the introduction of a modern new production line. The new technology introduces dough line feed systems, wire cutting and control systems to the line; reinforcing the high standards of consistency, quality and reliability at the site.

The company’s director of sweet, Toby Baker noted that the investment had enabled Burton’s to bring Maryland Soft Baked to the market “quicker and more efficiently”, bolstering its successful £47m Maryland Cookie range.

Baker added: “Introducing new, innovative products like Maryland Soft Baked, ensures that our Power Brands remain consumer favourites and that we’re continuing to transform the UK biscuit aisle.

The launch not only demonstrates Burton’s ability to ramp up production with new product developments but the company’s ambitions to grow through its Power Brand – Jammie Dodgers, Wagon Wheels, Maryland Cookies and Cadbury biscuits, which it manufactures under licence – in both domestic and international markets under owners Ontario Teachers Pension Fund.

Maryland Soft Baked will be available in two 200g variants, Caramel & Choc Chunk and Double Choc Chunk, with 8 x 25g cookies in each pack.