Beefed-up Boasters bids to bounce back

United Biscuits is relaunching McVitie's Boasters in a bid to reverse declining sales of the luxury biscuits.

The updated Boasters range features a 20% higher chocolate content, while the biscuits have been made a third larger to offer "a more substantial treat". Its rsp remains £1.85 a pack.

In the past year, sales of Boasters have crashed by more than 40% to £1.9m, with volumes down 45% [SymphonyIRI 52w/e 19 February 2011]. A previous revamp in 2008 introduced an upright packaging format and two new variants, which have since been scrapped. The range now consists of Belgian Chocolate Chunks and Belgian Chocolate Chunks & Hazelnut varieties.

UB hopes to tap the 17% growth in the £117m special treats sector [Nielsen 52w/e 9 January 2011].

"Our consumer research shows the new recipe for Boasters will drive sales for retailers," said a spokesman for the company.