The UK biscuit aisle is becoming increasingly competitive, with brands looking for new ways to capture attention and encourage shoppers to trade into more exciting, indulgent products. The latest example comes from Maryland, which has partnered with Terry’s Chocolate Orange to create the new Maryland S’wich Terry’s Chocolate Orange – bringing together two well-known names in a collaboration designed to bridge the biscuit and confectionery categories.
For Fox’s Burton’s Companies, a major influencer in the international biscuit category, the launch is another example of the company’s ability to bring much-loved brands together to create exciting new products. With a portfolio spanning iconic names including Maryland, Fox’s, Jammie Dodgers and Wagon Wheels, Fox’s Burton’s has established itself as a key category player, continually looking for new ways to innovate and engage consumers. The Maryland S’wich Terry’s Chocolate Orange is a great example of this in action – combining two recognisable names and a much-loved flavour profile to create something that feels both familiar and genuinely new.
The launch also highlights the value of Fox’s Burton’s Companies’ broader brand portfolio. Rather than relying solely on traditional biscuit formats, the business is using established brands and partnerships to explore new occasions, flavours and formats. For consumers, this creates products that feel familiar while still offering something different, while for retailers it provides opportunities to generate excitement and incremental sales within a highly competitive category.
The new product combines Maryland’s signature crunchy chocolate chip cookies with a Terry’s Chocolate Orange-flavoured cream filling, made using the brand’s distinctive real orange oil. It represents the first time Terry’s Chocolate Orange has entered the sweet biscuit aisle, giving the launch a strong point of difference while tapping into an already familiar and much-loved flavour combination. The product initially launched as a four-week exclusive through Tesco and Booker before becoming available across major retailers and wholesalers from 12 August.
For Maryland, the collaboration is another example of how established brands can use innovation to refresh their relevance without moving too far away from what consumers already know and love. Maryland S’wich originally launched in July 2025 as the UK’s first chocolate chip cookie sandwich, combining two Maryland cookies with a creamy chocolate filling. The Terry’s partnership marks the first flavour extension for the S’wich range, following its initial launch and subsequent Butterbeer collaboration.
The choice of chocolate orange also appears to be strategically strong. According to Circana data cited by FBC, chocolate orange is among the top five flavours in the anytime treats category, while consumer testing for the new product generated an impressive 85% purchase intent. This suggests the launch is not simply about novelty; it is built around a flavour profile that already has significant consumer appeal, giving retailers an opportunity to drive incremental interest in the biscuit aisle.
There is also an interesting opportunity in the crossover between categories. As Jo Harwood, Chief Sales and Trade Marketing Officer at Fox’s Burton’s Companies, explained: “The collaboration is designed to engage both existing fans and new consumers in the chocolate confectionery category, while creating meaningful opportunities to support category growth and sales performance.” For Terry’s, the launch provides an opportunity to take an iconic flavour into a new format, with Marketing Director My-Anh Bosquet describing its first entry into the biscuit aisle as “a genuine landmark for Terry’s.”
Perhaps most importantly, the launch demonstrates the continued power of collaboration within FMCG. Consumers are increasingly familiar with seeing recognisable brands come together to create limited editions, new formats and unexpected flavour combinations, while retailers benefit from products capable of generating curiosity and standing out on shelf. Maryland S’wich Terry’s Chocolate Orange shows how two established brands can combine their existing equity to create something that feels both familiar and new – and with chocolate orange traditionally enjoying a strong seasonal association, there could be further sales potential as the all-important Christmas period approaches.
