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Jammie Dodgers and Maryland enter cereal bar market

17th April 2008, 11:08am

Burton’s Foods has announced that it is extending its footprint into the £305m cereal bar segment with the launch of the Jammie Dodgers Snack Bars and Maryland Munch Bars.

The new development provides Burton's with an opportunity to capitalise on consumer demand for 'on the go' snacks in portion controlled formats.

The healthier biscuits segment is the 2nd fastest growing segment in the biscuit category and its growth is being driven by cereal bars.

The Jammie Dodgers new launch targets older children aged 5-12 years old and contain cereal goodness, fruit pieces and a 'Jammie Dodger' flavour fruit filling.

Portion controlled, they are an ideal accompaniment to lunch boxes, perfect as an after school treat and suitable for all 'on the go' occasions.

Maryland Cookies Munch Bars offer consumers a more permissible product format that can be slipped into a pocket, bag, purse or glove box to satisfy hunger pangs on-the-go.

The Maryland Brand will also be supported by a £1m ATL advertising campaign breaking in June 2008.

Jaspal Chada, marketing director at Burton's Foods comments: "We are very excited to be extending both brands' footprint beyond traditional in-home biscuit eating occasions.

"This expansion of our footprint is part of our long-term strategy to innovate and develop great tasting snacks within the growing healthier sector. These portion controlled cereal snack bars satisfy a wider range of consumers on different occasions such as 'on the go' or as an after school snack."

Jammie Dodgers Snack Bars – (138g) RRP £1.59

A light crispy, chewy sandwich bar with rice crispies, biscuit and fruit pieces, combined with a tasty layer of Jammie Dodger flavour fruit filling.

Maryland Munch Bars – (144g) RRP £1.59

A wholesome bar packed with cereal goodness, cookie pieces and chocolate chip in a chewy portable format.

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