From November 2009, McVitie’s Digestives, McVitie’s HobNobs and McVitie’s Rich Tea will be reduced in saturated fat by a further 50% following a similar reduction 12 months ago.
To ensure the taste and texture of the biscuits remain the same, the range has gone through rigorous sensory testing and consumer taste tests, all of which have been positive.
Jon Eggleton, marketing director at UBUK, said: “Our first reduction in saturated fat was a major investment by UB. This was recognised recently at the IGD Food Industry Awards, where UB won the 2009 Wellness Award. Through the investment of a further £5m, we’ve achieved this second reduction without compromising on the recognisable taste and texture that our consumers expect from McVitie’s.
The on-pack flash has been updated to ‘Now Lowest Ever Saturated Fat Same Great Taste’. In addition, the communication of ‘a further 50% reduction’ will highlight to consumers the second nutritional upgrade.
Judy Butriss, British Nutrition Foundation, said: “It’s always positive to see food manufacturers taking health and nutrition seriously and going above and beyond guidelines set by the Food Standard Agency.”
Source: United Biscuits
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