New, exciting biscuit range from McVitie’s Digestives for dessert lovers
United Biscuits (UBUK), has launched a delicious new addition to the McVitie’s Digestives portfolio that capitalises on the inherent link between McVitie’s Digestives and cheesecake.
McVitie’s Digestives Cheesecake Creams consist of cheesecake inspired cream fillings sandwiched between two midi-sized McVitie’s Digestive biscuits for the ultimate sweet treat. The new 168g roll wrap range is available in two variants; Vanilla and Lemon, at an MRRP of £1.36. The range is also available in £1.19 price marked pack, offering retailers the opportunity to deliver visible value to shoppers on shelf and drive rate of sale as a result.
Mark Sugden, Director Market Strategy & Planning at UBUK, commented: “McVitie’s Digestives have always been considered an essential ingredient for making a great tasting cheesecake, offering the perfect combination of sweetness and crunch to create one of the UK’s favourite desserts. Our new addition to the McVitie’s range takes this intrinsic link one step further by offering consumers a mouthful of cheesecake without all the hard work, to be enjoyed at any time of day.
“McVitie’s Digestives is the No.1 biscuit brand, worth £135m and growing by 7%. With the launch of our new McVitie’s Digestives Cheesecake Creams we’re confident they will attract further sales from cheesecake lovers and drive more growth into the Everyday Treat segment and in turn, sales for retailers.”
To support the launch, UBUK will be rolling out an outdoor and women’s weeklies advertising campaign to drive consumer awareness of McVitie’s Digestives Cheesecake Creams and encourage trial of the new range.