New Year means new biscuits and cake lines from UB
United Biscuits (UBUK), is launching an array of new products and promotions in the New Year to drive growth across the biscuit and cake categories in 2011.
As well as introducing the second phase of the popular McVitie’s VIP Club loyalty campaign, UB is launching a new McVitie’s Hobnobs product, two new go ahead! products and is continuing its programme of providing healthier products, meaning that retailers should be prepared to enjoy a profitable start to the New Year.
VIP Getaways with McVitie’s
Following a successful start to the VIP Club campaign, earlier this year, McVitie’s, the number one biscuit brand, with retail sales of £329m, has announced the second phase of the campaign, starting in March 2011. The VIP Club promotion will run across the entire McVitie’s biscuit portfolio, offering consumers the opportunity to win £2 million worth of breaks away, from being treated like royalty at stunning castles to VIP passes to Alton Towers.
Daily instant prizes and discounts are also still available via the rewards scheme on the VIP Club website www.mcvities.co.uk/vipclub. McVitie’s will be launching a £1m TV advertising campaign to drive consumer awareness of the promotion and therefore, sales for retailers.
New Year, New McVitie’s Hobnobs Cookies
In January, UB is launching new McVitie’s Hobnobs Cookies to build on the popularity of McVitie’s Hobnobs. The range features the same oaty taste and texture familiar with those that already love Hobnobs. Available in two variants, McVitie’s Hobnobs Milk Chocolate Chip Cookies and Hobnobs Milk Choc Chip & Hazelnut Cookies, the range has an MRRP of £1.25 and will provide incremental biscuit sales for retailers.
UB will be supporting the launch with a strong promotional programme, including in-store activity, to drive consumer trial of the new range.
go ahead! and drive sales and profits in 2011
go ahead! is expanding its go ahead! Yoghurt Breaks range with the addition of a new Cherry flavoured variant in January. The number one healthier biscuit brand, worth £61m, is adding the new variant to the range, which will be available for retailers to buy in a multipack format of six bars at an MRRP of £2.85. This launch will offer retailers a key opportunity to cash in on the growing healthier biscuit segment, which has retail sales of £422m and is growing by 5% year on year, demonstrating its importance to retailers looking to maximise sales and profits in 2011.
UB is continuing its drive to provide healthier product by announcing yet another saturated fat reduction on its go ahead! range, this time across its range of Crispy Fruit Slices. Available from February, the go ahead! range of Crispy Fruit Slices will now contain just 49 calories.
go ahead! and let them eat cake
Continuing the development of its go ahead! range, January will see McVitie’s Cake Company (MCC) launch go ahead! Fruity Cake Slices. The new range will be available in two variants that are both baked and contain juicy sultanas and oats. Apple & Sultana includes apple flavoured fruit pieces, whilst the Honey, Caramel & Sultana contains honey and caramel flavour pieces. go ahead! Fruity Cake Slices are individually wrapped and will be sold in packs of five at an MRRP of £1.49 offering the right product for retailers to grow sales within the cake category.
Sarah Heynen, Marketing Director of Sweet Biscuits at United Biscuits, commented: “Sales of biscuits have remained resilient within the snacking category throughout 2010 with the Biscuit market now worth £2.3bn and growing by a promising 3%. UB’s range of activity scheduled for the New Year will continue to build on these successes and help retailers drive incremental sales within the biscuit category.
“Following its launch earlier this year, the next wave of the McVitie’s VIP Club activity will continue to increase consumer demand for McVitie’s biscuits and encourage repeat sales for retailers. By blocking the McVitie’s promotional brands together on shelf, this will maximise the impact of the promotion and generate maximum stand out. The launch of McVitie’s Hobnobs Cookies will allow retailers to maximise incremental sales of the popular biscuit brand.
“The launch of go ahead! Fruit Bakes new Cherry variant, as well as the reformulation of the go ahead! Crispy Fruit Slices range, provide retailers with more opportunities to grow sales within the healthier sweet snacking segment. Healthier Biscuits generate retail sales of over £422m and it offer retailers significant sales and profit potential, so they should make sure they are stocked with a full range of products to meet their customer’s needs for healthier products that taste great.”
Source: AC Nielsen w/e 06.11.10