The latest news, trends, analysis, interviews and podcasts from the global food and beverage industry

Fox’s Burton’s Companies (FBC) has launched the first product under its Maryland cookie brand to be non-HFSS (non-high in fat, salt or sugar).

The new product, Maryland Delightfully Good, claims to offer consumers the ‘iconic signature flavour’ of a classic Maryland cookie but with 30% less sugar than its counterpart.

According to FBC, the chocolate chip-filled cookie bridges the gap between ‘great taste and better-for-you snacking,’ designed to offer peace of mind and a healthier alternative to conscious consumers.

The company said that early consumer testing showed strong performance, with the product performing on par with traditional Maryland cookies.

David Hebson, trade marketing director at FBC, said: “This is a significant step for Maryland and reflects our commitment to innovation that puts consumer needs first… 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.”

Hebson noted that the launch enables Maryland to reach more consumers and accelerate growth, unlocking broader promotional opportunities for the brand.

Maryland Delightfully Good is available now in Tesco, Morrisons and Sainsbury’s stores with an MRSP of £1.60 per 200g pack.