McVitie's is taking two of its brands into new territory, launching Digestive and HobNobs into the chocolate biscuit bar snacking market.
Rolling out to stores from the beginning of this month, McV said it expected the new Choc Chunk brand to generate sales of more than £5m in its first year on shelf in a market worth £387m [Information Resources].
The individually wrapped, eight bar multipacks have an rsp of 99p.
McVitie's brand manager Martin Perkin said Choc Chunk would benefit from the £10m which has been earmarked to support the umbrella McV brand throughout 2003.
"We constantly strive to fuel innovation," he added.