McVitie’s offers ‘Sweeet’™ biscuit moments to go
United Biscuits launches FIRST EVER snack packs for McVitie’s Digestives and Hobnobs
31 May 2016: United Biscuits (UB), a leading international manufacturer of biscuits, snacks and cakes, has today announced the launch of NEW McVitie’s ‘To Go’ snack packs. The twin packs, McVitie’s first on-the-go sweet biscuit range, mean shoppers will now be able to eat their favourite classic McVitie’s biscuits in a modern format, wherever and whenever it suits them.
The ‘To Go’ range will be available to stock in two formats; a multi-pack and individual on-the-go portion packs. Within the multi-pack range – each containing six twin packs – shoppers will be able to choose from four variants – McVitie’s Original, Milk Chocolate and Dark Chocolate Digestives, as well as McVitie’s Milk Chocolate Hobnobs. The individual on-the-go packs of two biscuits, perfect for enjoying a McVitie’s moment on the move, will be available for Milk Chocolate Digestives and Milk Chocolate Hobnobs.
Rolling out from early June across grocery, convenience and forecourts, the range will be fully supported by high impact in-store activity as well as a new TV advertising campaign due to launch later in the year, using the popular ‘Sweeet’™ strapline. Significant investment has also been made into new production line technology at UB’s Harlesden factory to support the new format.
Nielsen data shows on-the-go consumption of biscuits growing ahead of the total on-the-go category (+6% vs. 0.5%*), however only 5 per cent of all biscuits are currently available in portion packs. This flagship NPD from UB therefore marks a commitment by the business to meet growing consumer demand, and to support retailers in unlocking category growth – identified as a potential £102 million opportunity in UB’s new category strategy.
Kerry Owens, McVitie’s Brand Director at United Biscuits, said: “Our new ‘To Go’ range for McVitie’s marks an exciting innovation path for us. The way people are consuming snacking products has shifted in recent years, and we have invested significantly in research and shopper insights across all channels, to build and evolve our understanding of this. Busier lifestyles and an increasing decline in the traditional three-meals-a-day, means snacking behavior is mirroring these changes, with shoppers today valuing convenience and portability in products, to make life that little bit easier.
“McVitie’s is now primed to also capitalise upon this on-the-go trend. As the number one brand in sweet biscuits, this launch demonstrates our commitment to driving forward category growth in this new area, and we are confident that shoppers will be excited to see their favourite biscuits in this grab-and-go format.”
The launch of McVitie’s ‘To Go’ follows an extremely successful period for UB, following the relaunch of its McVitie’s master brand in 2014. It represents the latest step by UB in unlocking new consumption occasions for the biscuit category as part of the business’ new category strategy which aims to help retailers double category growth by 2020.
*Nielsen Biscuits 12 December 2015
More from UB News:
- go ahead! unveils landmark campaign to encourage smart snacking choices
- McVitie’s reveal nation’s dunking habits to celebrate National Biscuit Day
For further press information contact the team at 3 Monkeys Zeno:
Tel: 020 7009 3100
About United Biscuits
United Biscuits (UB) is a leading international biscuit manufacturer whose baking heritage goes back generations, with many recipes passed down since the 1800s. UB bakes some of the best loved sweet and savoury biscuits and cakes that are household names in their respective markets; supported by a strong culture of innovation to continually develop snack brands. Among UB’s popular brand names are McVitie’s, Penguin, go ahead!, McVitie’s Jaffa Cakes, Jacob’s, Jacob’s Cream Crackers, Twiglets, Mini Cheddars and Carr’s in the UK, BN, Delacre, Verkade and Sultana in Continental Europe and Haansbro in Nigeria.
As the leading manufacturer and marketer of biscuits in the UK and second largest in the Netherlands, France, Belgium and Ireland, the company owns and operates 16 manufacturing facilities, of which seven are in the UK and has a strong footprint for growth, with products sold in over 130 countries.
UB is owned by Yildiz Holding – Owner of the master brands Ülker, McVitie’s and Godiva, Yildiz is a global, snacking focused food company with over 320 brands in 49 different categories. With 77 factories in 14 countries, the company exports to 100+ countries and operates in a geography housing around 4 billion people. Yildiz is the world’s 3rd largest biscuits company and employs 50,000 people around the world. https://english.yildizholding.com.tr/