McVitie’s offers ‘Sweeet’™ biscuit moments to go
02 August 2016
United Biscuits launches FIRST EVER snack packs for McVitie’s Digestives and Hobnobs
United Biscuits (UB), a leading international manufacturer of biscuits, snacks and cakes, has today announced the launch of NEW McVitie’s ‘To Go’ snack packs. The twin packs, McVitie’s first on-the-go sweet biscuit range, mean shoppers will now be able to eat their favourite classic McVitie’s biscuits in a modern format, wherever and whenever it suits them.
The ‘To Go’ 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, perfect for enjoying a McVitie’s moment on the move, will be available for Milk Chocolate Digestives and Milk Chocolate Hobnobs.
Rolling out from early June across grocery, convenience and forecourts, the range will be fully supported by high impact in-store activity as well as a new TV 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.
Nielsen data shows on-the-go consumption of biscuits growing ahead of the total on-the-go category (+6% vs. 0.5%), however only 5 per cent of all biscuits are currently available in portion packs. This flagship NPD from UB therefore marks a commitment by the business to meet growing consumer demand, and to support retailers in unlocking category growth – identified as a potential £102 million opportunity in UB’s new category strategy.
Kerry Owens, McVitie’s Brand Director at United Biscuits, said: “Our new ‘To Go’ range for McVitie’s marks an exciting innovation path for us. 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. Busier lifestyles and an increasing decline in the traditional three-meals-a-day, means snacking behavior is mirroring these changes, with shoppers today valuing convenience and portability in products, to make life that little bit easier.
“McVitie’s is now primed to also capitalise upon this on-the-go trend. As the number one brand in sweet biscuits, 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.”
The launch of McVitie’s ‘To Go’ follows an extremely successful period for UB, following the relaunch of its McVitie’s masterbrand in 2014. It represents the latest step by UB in unlocking new consumption occasions for the biscuit category as part of the business’ new category strategy which aims to help retailers double category growth by 2020.
 Nielsen Biscuits 12 December 2015