McVitie’s Quirks aim at young biscuit fans

McVitie’s is showing its quirky side with the roll-out of a new biscuit range designed to attract younger consumers.

Brand owner United Biscuits is predicting sales of its new Quirks crunchy biscuits with a smooth chocolatey centre will hit £30m within three years.

The biscuits, which roll out to stores from the middle of this month, will be available in three variants Chocolate, Double Choc and Choc & Hazelnut and come packaged in a plastic tray (rsp: £1.53/175g).

“Our research has shown this launch will be accepted extremely well by consumers,” said McVitie’s marketing controller Victoria Gregory. “With its bold packaging, interesting name and unique positioning, it will attract new, younger consumers to the everyday treats segment.”

The launch will be supported by a £3m campaign encompassing TV, cinema, digital and in-store activity.