Penguin is the number 2 chocolate biscuit bar brand and is the 11th biggest brand in the whole of the biscuit sector*. The brand is a well-known family favourite and currently has 7.3 million UK households (29% penetration**) buying its products.

Penguin is enjoyed by families with young children and offers the reassurance that they can give their children a balanced, convenient and value for money chocolate biscuit bar that will put a smile on everyone’s face.

The Penguin brand continues to innovate with the successful launch of Penguin Wafer in July 2008, Mint & Orange 9 packs in January 2010 and the launch of Penguin Caramel Wafer in January 2011.

All Penguin products contain added calcium, no hydrogenated fat and no artificial colours or flavours, so they appeal to mums who want to give their children a tasty treat, either as a lunchbox filler or to eat on the move. 

Penguin was first produced in 1932 by William McDonald; a biscuit manufacturer in Glasgow. It then became a McVitie’s brand when Mcdonald joined with McVitie’s and Price, MacFarlane Lang & Co and Crawford to form United Biscuits in 1948.

McVitie’s first introduced Penguin to television in the early 1970s when Derek Nimmo uttered those magic words ‘P..P..P…Pick up a Penguin’ and was one of the first biscuit brands to be advertised by brand, and not manufacturer. Past Penguin advertising has featured real penguins playing football, going on scout camp and even visiting museums.

Penguin is McVitie’s' most popular chocolate biscuit bar, and is now 79 years old. As one of the first biscuits to be advertised by name rather than company, its association with the distinctive birds (the packaging features a giant Emperor Penguin) is synonymous with the brands’ appeal.

Penguin launched a new website in March 2010: www.penguinbiscuits.com which includes a good balance of fun and education. The website includes facts about penguins and their habitat, a chance to view the much loved McVitie’s Penguin jokes, updates on the McVitie’s Penguin range and a webcam link through to Dublin Zoo’s Penguin Enclosure.

We at Penguin have developed a long-term commitment to helping the care and welfare of penguins. We have developed the campaign name and logo of 'Protect the Penguins' to demonstrates our support of these loveable animals!

To this end, we are currently working with the WWF, donating £100,000 to help WWF's conservation of penguins in the Antarctic.

References: *AC Nielsen MAT 27 August 2011, **Kantar Worldpanel MAT 27 August 2011