United Biscuits is taking McVitie’s into the sharing bag format with the launch of Digestives Nibbles.
Similar in appearance to Mars’ Maltesers, the chocolate-covered biscuit balls come in four flavours: milk chocolate, dark chocolate, double chocolate and caramel. They roll out from the end of February in 120g pouches (rsp: £1.89), with a price-marked pack version to follow later this year.
UB said the launch, which the company claims is the first of its kind, would be its biggest-ever NPD, delivering an expected £17m of sales in the first 12 months. Total brand sales of McVitie’s squeaked up 0.3% last year to £411.6m after two years of strong growth [Nielsen 52 w/e 10 October 2015].
The supplier will support the NPD with £4m in media investment, including a new instalment in its Sweeet TV campaign, which depicts a group of young women friends having a night in front of the television. Before this, a new ad for Chocolate Digestives will air, based on a fresher arriving at university halls and meeting his flatmates for the first time. Both ads feature kittens emerging from packs of biscuits as they are opened. To further reinforce the link between McVitie’s and cute critters, UB has developed a mobile app that grants users their own ‘digital kitten’ when they snap a photo of a pack of Chocolate Digestives.
“The launch is a significant moment for UB and the category, set to break new ground in sweet biscuits,” said Sarah Heynen, marketing director of sweet biscuits at UB.
“In testing, consumers responded incredibly positively to the range, particularly the balanced combination of chocolate and biscuit. Alongside an equally positive response from customers, we are confident this is a long-awaited true innovation for the category.”
UB has also announced details of its rebrand for Go Ahead. As well as new-look packaging, the brand will get three additional products from the end of the month. Cookie Bites come in packs of six 23g bags (rsp: £1.99) in two flavours: White Chocolate & Raspberry and Chocolate & Orange. Pud Bakes, which tap into the trend for dessert-inspired flavours in other categories, launch with a Cherry Bakewell flavour in packs of five 35g bars (rsp: £1.99), with a second flavour to follow in May.
The refresh is being supported by a £2.5m spend, including a TV advert in May. The new tagline, ‘Snack smart’, reflected the changing attitudes of weight-conscious consumers, said Heynen.
“Today, consumer understanding of this market has evolved, shifting from a perceived need to miss out on snacking, towards a more positive mindset of attainable, tasty and flavoursome enjoyment,” she added.
No comments yet