United Biscuits (UB) has launched McVitie’s DeliChoc in the UK.

DeliChoc, a crunchy thickly-coated Belgian chocolate biscuit, is already available in Europe, having originated in France and Belgium as part of UB’s Delacre portfolio. Part of the everyday special treats category, the product comprises a slab of thick Belgian chocolate on top of an extra-crunchy biscuit, and comes in three varieties; milk, dark and white chocolate.

McVitie’s is investing £2m to promote the UK launch of DeliChoc, with a television advertising campaign planned for the product in spring. The launch will also be supported by in-store activations, as well as online marketing, PR and promotion through the company’s social media channels.

The product is sold in 150g tray packs and is offered in case sizes of 12s or a price-marked six-pack.

Sarah Heynen, marketing director of Sweet Biscuits at UBUK, said: “Our aim is to extend the McVitie’s Masterbrand into new eating occasions by offering even greater variety for retailers and consumers. We are confident that the launch of new McVitie’s Delichoc into the UK will follow on from its success on the Continent, where its distinctive crunchy eat is a great alternative treat to many traditional products available.

“Our market research shows that biscuit-lovers in the UK often enjoy sweet snacks during the evening, and we were looking for a product that offers something a little different in order to meet this trend. As well as the generous portion of either milk, white or dark Belgian chocolate, the DeliChoc biscuit offers consumers an intensely crunchy sensation.

“Having enjoyed huge success for our sweet biscuit range in 2014, we hope that the launch of DeliChoc marks the beginning of another great year for McVitie’s.”

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