United Biscuits has relaunched its McVitie’s breakfast biscuit range with a new packaging design, and the introduction of two new products.
McVitie’s Oaty Breaks and Fruit & Oat Bakes will join the range, following the adoption of “a new modern packaging design”, as the brand continues to target the growing on-the-go breakfast trend. New Oaty Breaks are available in golden syrup, and raisin and cinnamon varieties, and are a good source of fibre, vitamins B and D, and iron. Its Fruit & Oat Bakes offer a fruit-based option, available in apple and blueberry varieties.
“The McVitie’s Breakfast range seeks to make the modern breakfast more enjoyable, incorporating hearty porridge oats to create a delicious and wholesome breakfast offering,” United Biscuits said.
The range’s update will be supported by a £3m media campaign covering television advertising, PR activity and bespoke in-store promotions.
United Biscuits head of healthier Kerry Owens said: “Modern and busy lifestyles continue to put pressure on our day with 55% of us eating breakfast biscuits on the go, so it’s important to start the day with a tasty and satisfying breakfast. Consumers are increasingly looking for alternative options for a wholesome breakfast on the go. These new additions to the McVitie’s breakfast range will offer hearty and delicious choices to help them kick-start their day.”
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