Burton’s Biscuit Company is launching Maryland Soft Baked cookies, the UK’s first pre-packaged soft baked cookie available in the biscuit aisle.

Available in two 200g varieties, Caramel & Choc Chunk and Double Choc Chunk, RRP £1.99, they will be supported by a national TV ad from late spring.

David Costello, Burton’s Biscuit Company’s head of customer category management, said that they are confident that Maryland Soft Baked will generate even more interest than Maryland Gooeys, which attracted 1.5 million new shoppers to the Maryland brand in 2013.

“Maryland Soft Baked is the sort of product innovation that will really excite consumers, attracting them to the fixture while helping to drive growth of Maryland and reinvigorate the category,” he added.