United Biscuits (UB) has announced the relaunch of its Trio chocolate biscuit bar (CBB) from the beginning of March.

It says the return of the brand follows overwhelming consumer demand to see the ‘Best British Biscuit of the 90s (as voted by Metro readers in June 2015) back on UK shelves.

Rebranded under the McVitie’s Masterbrand, McVitie’s Trio will be available in multipacks of six, and will be supported by a digital and PR campaign, alongside strong in-store shopper activity to raise consumer awareness and drive purchase.

Sarah Heynen, marketing director of sweet biscuits at United Biscuits, commented: “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 shareable treats.”

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