United Biscuits has announced the relaunch of its retro chocolate biscuit bar brand, Trio.
The milk chocolate biscuit bar, which combines toffee-flavoured cream and crunchy biscuit, will be available in all major UK supermarkets from 1 March. Fans of the original Trio – as well as those that didn’t try it first time around – will be able to enjoy the chocolate biscuit bar’s distinctive look, feel and taste for a limited time, United Biscuits said.
Available in multipacks of six, McVitie’s Trio will be supported by a digital and PR campaign, alongside strong in-store shopper activity to raise consumer awareness and drive purchase. The relaunch marks a commitment by United Biscuits to help drive excitement back into the chocolate biscuit bar segment. Positioned as a limited-edition variant, McVitie’s Trio aims to reignite excitement within the segment, with the manufacturer anticipating sales of £3.2m for the product.
Sarah Heynen, marketing director of sweet biscuits for United Biscuits, said: “We are very excited to bring Trio back to market. We simply couldn’t ignore consumer calls to bring back what has been dubbed one of the most missed and popular biscuit brands. Insights have shown that the feeling of warmth towards this product has not faded as Trio’s retro brand continues to evoke a powerful feeling of nostalgia, and we anticipate strong demand from consumers to see it on shelf in their supermarket. We’re also sure that Trio will also find a new fan base with those that didn’t try it the first time around!
“McVitie’s Trio forms a strong part of our sweet biscuits heritage at United Biscuits, delivering exceptional taste and convenience to shoppers. The relaunch of this range not only demonstrates our commitment to driving growth back into the chocolate biscuit bar category, but further cements UB’s position as the consumer go-to brand for sharable treats.”
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