United Biscuits (UB) has ditched its McV brand and is reverting back to the McVitie’s name with an £8m relaunch campaign. The new brand identity is launched this month and UB reckons it will help both simplify the biscuit fixture and deliver better on-shelf impact.

The company has identified a £25m sales opportunity within what it calls ‘everyday biscuits’, a sector worth £495m which has just returned to growth for the first time in seven years.

Everyday biscuits include Digestives and HobNobs, however, it is Chocolate Digestives that is the number one everyday biscuit brand with sales worth £60m. UB is now building on this with the launch of McVitie’s Chocolate & Orange Digestives while McVitie’s Caramels are being relaunched as McVitie’s Chocolate Digestive Caramels. Rrp for both products, which come in 300g packs, is £1.05.

The £8m support spend will be spread across the year. From February there will be a continuation of the ‘Crumbs’ TV advertising campaign. The launch of Chocolate & Orange Digestives will be supported by a £1.2m six-sheet poster and women’s press campaign.

Elsewhere at UB, the Go Ahead! range is being strengthened with the addition of two new lines: Forest Fruits Yogurt Breaks, which retail at 35p; and Almond, Raisin & Cranberry Granola bar, also selling at 35p.

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