Media release archive

McVitie’s shows its quirky side with new biscuit launch

Date: 28-02-2012

 

United Biscuits UK is investing heavily in its latest range of McVitie’s biscuits. McVitie’s Quirks is a significant new range of McVitie’s biscuits that will drive sales of the £252m brand even further for retailers. 

Crunchy on the outside, smooth and chocolatey on the inside

Available for retailers to buy from mid-July, this exciting new range of McVitie’s Quirks have a smooth, chocolately centre fully-enclosed within a crunchy biscuit to attract new shoppers to the everyday treats segment.  There will be three tasty variants available including Chocolate, Double Choc and Choc & Hazelnut all of which will be packaged in a plastic tray and sold in 175g packs at a MRRP of £1.53. This launch represents true category innovation from the McVitie’s brand and is expected to reach an incredible £30m at RSV in the next three years.

A quirky treat

Victoria Gregory, McVitie’s Marketing Controller at UBUK, commented: “Research has shown that this exciting new launch from McVitie’s will be accepted extremely well by consumers.  With its bold packaging, interesting name and unique product positioning, this quirky new range will attract new, younger consumers to the everyday treats segment, currently worth £317m.

“We recommend that this deliciously different range should be stocked alongside other everyday treat biscuits such as McVitie’s Jaffa Cakes, to help attract new shoppers to the biscuit fixture and grow sales.  Retailers should stock up now to take advantage of the excitement generated by this new and unusual launch.”

The new launch from the No.1 Biscuit brand will be supported by a £3m marketing and advertising campaign to include TV, cinema, digital and in-store support.

Source: AC Nielsen w/e 23.04.11