United Biscuits has made the UK’s most popular biscuit brand available in a confectionery format for the first time.
McVitie’s Digestives Nibbles feature Digestive biscuit coupled with chocolate, and is available in a 120g resealable pouch in four different variants: milk chocolate, dark chocolate, double chocolate, and caramel. Each product has a recommended retail price of £1.89 and United Biscuits revealed that there were plans for a price-marked pack to be launched later in the year.
It said the treats were “perfect for sharing at home in the evening with friends and family” and described it as a “major” new product and “the first innovation of its kind for the UK biscuit category”.
Sarah Heynen, marketing director of sweet biscuits for United Biscuits, said: “The launch of McVitie’s Digestives Nibbles is a significant moment for UB and the category, set to break new ground in sweet biscuits. This is an exciting proposition for the market, targeting a new evening sharing treat occasion for biscuits.
“In testing, consumers responded incredibly positively to the range, particularly the balanced combination of chocolate and biscuit, and the new ‘nibbly nibble’ pieces. Alongside an equally positive response from customers, we are confident that this is a long awaited true innovation for the category.”
Rolling out from the end of February across the grocery, convenience and forecourt channels, as well as foodservice, the new range will be supported by more than £4m in media investment, including TV advertising, digital and social media activity. Significant investment has also been made across shopper channels through impactful point-of-sale displays and eye-catching shippers in grocery, as well as clip strips and gondola end-toppers in convenience.
The launch follows one year after United Biscuits relaunched its McVitie’s masterbrand and represents the latest step 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.
It is expected that McVitie’s Digestives Nibbles will help unlock £17m in retail sales value in the initial 12 months after launch.
© FoodBev Media Ltd 2020