The twin packs, McVitie’s first on-the-go sweet biscuit range, will be available to stock in two formats; a multi-pack and individual on-the-go portion packs.
Within the multi-pack range – each containing six twin packs – shoppers will be able to choose from four variants – McVitie’s Original, Milk Chocolate and Dark Chocolate Digestives, as well as McVitie’s Milk Chocolate Hobnobs. The individual on-the-go packs of two biscuits will be available for Milk Chocolate Digestives and Milk Chocolate Hobnobs.
Available this month across grocery, convenience and forecourts, the range will be fully supported by in-store activity as well as a new television advertising campaign due to launch later in the year, using the popular Sweeet strapline.
“Significant” investment has also been made into new production line technology at UB’s Harlesden factory to support the new format.
Data from market analyst Nielsen shows on-the-go consumption of biscuits growing ahead of the total on-the-go category (+6% vs. 0.5%), but the data also shows that only 5% of all biscuits are currently available in portion packs. This launch from UB will support retailers in unlocking category growth – identified as a potential £102m opportunity in UB’s new category strategy.
Kerry Owens, McVitie’s brand director at UB, said: “The way people are consuming snacking products has shifted in recent years, and we have invested significantly in research and shopper insights across all channels, to build and evolve our understanding of this.
“This launch demonstrates our commitment to driving forward category growth in this new area, and we are confident that shoppers will be excited to see their favourite biscuits in this grab-and-go format.”
Last month McVitie’s launched personalised Jaffa Cakes for Father’s Day on 19 June.