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Fox’s Burton’s Companies (FBC) has announced the launch of Maryland S’wich, a new cookie sandwich that aims to disrupt the sandwich biscuit category in the UK.

This product marks the first significant innovation for the Maryland brand in over a decade, introducing the only chocolate chip cookie sandwich biscuit to the market.

Maryland S’wich combines the well-known flavour and texture of Maryland Chocolate Chip Cookies with a creamy chocolate filling, positioning itself as a unique offering in a rapidly growing segment that is valued at £196.6 million.

The product will debut in Tesco and Booker on July 16 2025, with a suggested retail price of £1.50 for a 150g package, followed by a wider rollout across major retailers and wholesalers in August.

According to internal metrics, the Maryland S’wich has already garnered an 89% purchase intent score, indicating strong consumer interest. FBC anticipates that the innovation will not only enhance basket spend but also broaden its demographic appeal, contributing to the brand's ongoing success. Maryland currently holds the title of the UK’s leading cookie brand, valued at £72.4 million.

David Hebson, trade marketing director at FBC, highlighted the significance of this launch in the context of the sandwich biscuit market, which has traditionally lacked a cookie variant.

“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,” he said. Hebson highlighted that the product aligns with consumer demand for multisensory textures and indulgent treats, presenting retailers with opportunities to enhance category growth.

The launch will be supported by a multi-million-pound marketing campaign, targeting outdoor advertising, shopper promotions, social media engagement, and public relations efforts. This comprehensive approach aims to maximise visibility and drive consumer interest in the new product.

As Maryland S’wich prepares to enter the market, industry analysts will be observing its impact on the competitive landscape of the biscuit sector, particularly how it influences consumer purchasing behaviour and contributes to overall category expansion.

The introduction of this product reflects FBC's commitment to innovation within the biscuit category, reinforcing its position as a leading player in the UK market.