United Biscuits relaunches iconic Trio brand
The McVitie’s retro favourite chocolate biscuit bar returns by popular demand.
8th February 2016: United Biscuits (UB), a leading international manufacturer of biscuits, snacks and cakes, has today announced the relaunch of its popular Trio chocolate biscuit bar (CBB). The return of the well-loved iconic brand, famed for its catchy advertising jingle, follows overwhelming consumer demand to see the ‘Best British Biscuit of the 90s’ back on UK shelves.
The milk chocolate biscuit bar with its irresistible toffee flavoured cream and crunchy biscuit will be available in all major grocery supermarkets from 1st March 2016. Fans of the original Trio – as well as those that didn’t try it first time around – will be able to enjoy the chocolate biscuit bar’s distinctive look, feel and taste for a limited time only.
Rebranded under the McVitie’s Masterbrand, McVitie’s Trio will rejoin the ranks of other household favourites in the CBB segment within UB’s portfolio including McVitie’s Club, McVitie’s Penguin and McVitie’s Gold.
Available in multipacks of six, McVitie’s Trio will be supported by a digital and PR campaign, alongside strong in-store shopper activity to raise consumer awareness and drive purchase. The relaunch marks a commitment by UB to help drive excitement back into the CBB segment. Positioned as a limited edition SKU, McVitie’s Trio aims to reignite excitement within the segment, with UB anticipating a £3.2m RSV for the product.
Sarah Heynen, Marketing Director of Sweet Biscuits at United Biscuits commented: “We are very excited to bring Trio back to market. We simply couldn’t ignore consumer calls to bring back what has been dubbed one of the most missed and popular biscuit brands. Insights have shown that the feeling of warmth towards this product has not faded as Trio’s retro brand continues to evoke a powerful feeling of nostalgia, and we anticipate strong demand from consumers to see it on-shelf in their supermarket. We’re also sure that Trio will also find a new fan base with those that didn’t try it the first time around!
“McVitie’s Trio forms a strong part of our sweet biscuits heritage at United Biscuits, delivering exceptional taste and convenience to shoppers. The relaunch of this range not only demonstrates our commitment to driving growth back into the chocolate biscuit bar category, but further cements UB’s position as the consumer go-to brand for sharable treats.”
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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/