UB hits back at Fox’s with indulgent range

United Biscuits has unveiled its latest weapon in the premium biscuit battle an indulgent bite-sized McVitie's range.

McVitie's Temptations will be available from next month in Belgian Milk Chocolate & Hazelnut, Belgian White Chocolate & Truffle and Belgian Milk Chocolate & Praline variants (rsp: £1.99 per carton).

Wrapped in portion packs containing two biscuits (six duo portions per carton), the newcomers would tap growth in special treats, UBUK said.

"Temptations will offer retailers an alternative for consumers looking for indulgence," said Sarah Heynen, marketing director, sweet biscuits, UBUK.

The launch comes a week after Northern Foods introduced Fox's Ambers an indulgent range designed to offer "naughtiness" at an everyday price.

The Special Treats segment grew 14% to £171m in the past year [Nielsen].