Burton’s Biscuit Company has launched new Maryland Sugar Free Cookies with an RRP of £1.39 for a 230g pack.

A social media campaign will follow the launch, targeting shoppers looking for a mid-morning or mid-afternoon treat.

Kate Needham, marketing and insight director at Burton’s Biscuit Company, said the company is striving to achieve a 20% sugar and calorie reduction across its portfolio.

“Since 2016, through reformulation, we’ve achieved a 20% sugar reduction on Jammie Dodgers and in 2018 delivered a 5% sugar reduction on core Maryland and 10% on Maryland Minis as part of a portion control initiative,” she added.