Burton’s Biscuit Company unveils Under 100 Cal Club

Burton's Under 100 Cal Club
Burton's Under 100 Cal Club
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Manufacturer Burton’s Biscuits is set to unveil reduced-calorie products branded ‘Under 100 Cal Club’ in the new year.

Burton’s said promoting its reduced-calorie biscuits together was in line with the company’s commitment to leading the way in portion control.

The range will include

  • Jammie Dodgers Minis (89 kcal a portion) RSP £1/6-pack
  • Jammie Dodgers Jam & Yogurt Snacks (97 kcal) RSP £1.39/5-pack
  • Maryland Minis Choc Chip (99 kcal) RSP £1/7-pack)
  • Maryland Oaty Cookie Bars (94 kcal) RSP £1.39/6-pack
  • Maryland Chocolate Cookie Bars (97 kcal) RSP £1.39/8-pack.

“Demand for permissible snacking options continues to grow as shoppers recognise the role that reduced-calorie products can play in a balanced diet, particularly at the start of the new year when calorie control is high on the agenda,” said Kate Needham, marketing director at Burton’s Biscuit Company.

Burton’s will be rolling out in-store activity throughout 2020 to promote the Club and encourage consumers to think about responsible snacking, the company said.

The manufacturer plans to extend the range to include more options at under 100 calories a serve.

“The Under 100 Cal Club will help shoppers easily identify the calorie content of our products and make an informed choice, while offering a range of delicious mini bite-size and individual portions that are perfect for eating on the go, lunchboxes or an after-school treat.”

Burton’s began reducing the calorie content of its biscuits in 2018, with a 20% sugar and calorie reduction across its portfolio and reformulation of its existing Minis range.

This was in support of the Public Health England’s (PHE) 100-calorie snack initiative and the government’s Change4Life campaign after it was revealed that, on average, kids were eating three times more sugar than recommended.

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