United Biscuits (UB) has launched McVitie’s ‘To Go’ snack packs. The twin packs, McVitie’s first on-the-go sweet biscuit range, mean shoppers will now be able to eat McVitie’s biscuits in a modern format, wherever and whenever it suits them.
The ‘To Go’ range will be available to stock in two formats; a multi-pack and individual on-the-go portion packs. Within the multi-pack range – each containing six twin packs – shoppers will be able to choose from four variants – McVitie’s Original, Milk Chocolate and Dark Chocolate Digestives, as well as McVitie’s Milk Chocolate Hobnobs. The individual on-the-go packs of two biscuits will be available for Milk Chocolate Digestives and Milk Chocolate Hobnobs.
Rolling out from early June across grocery, convenience and forecourts, the range will be supported by in-store activity as well as a new TV advertising campaign due to launch later in the year, using the ‘Sweeet’ strapline.
Kerry Owens, McVitie’s brand director at United Biscuits, said: “Our new ‘To Go’ range for McVitie’s marks an exciting innovation path for us. The way people are consuming snacking products has shifted in recent years, and we have invested significantly in research and shopper insights across all channels, to build and evolve our understanding of this. Busier lifestyles and an increasing decline in the traditional three-meals-a-day, means snacking behavior is mirroring these changes, with shoppers today valuing convenience and portability in products, to make life that little bit easier.
“McVitie’s is now primed to also capitalise on this on-the-go trend. As the number one brand in sweet biscuits, this launch demonstrates our commitment to driving forward category growth in this new area, and we are confident that shoppers will be excited to see their favourite biscuits in this grab-and-go format.”
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