Maryland launched a limited edition of Butterbeer cookies in collaboration with Warner Bros. Discovery Global Consumer Products, which were inspired by Harry Potter.

This builds on the success of the Harry Potter franchise and launched on the film’s 25th anniversary, which presents a major opportunity for retailers in 2026.

David Hebson, trade marketing director at Fox’s Burton’s Companies, said: “This launch brings together two iconic brands in a way that feels genuinely exciting for both shoppers and retailers.

“Butterbeer is a flavour that already has huge cultural relevance, and combining this popularity with the UK’s number one cookie brand gives fans a new way to engage with the wizarding world.

“We know just how passionate Harry Potter fans are, and we’re incredibly excited to see their reactions when the product hits shelves.”

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The new flavour will be available throughout the “Butterbeer Season”, which is a celebration dedicated to the drink that happens globally between 1 March and 31 May.

The Maryland Butterbeer Cookies will roll out on shelves in a standard 200g pack and minis format for £1.65 and £1.50 respectively.

The launch will be supported by an on-pack competition which gives customers the chance to win merchandise and a trip to the Warner Bros. Studio Tour Hollywood.

The business expects the new flavour to drive basket spend among retailers and create significant traction among consumers with 600,000 posts across social media dedicated to Butterbeer.