United Biscuits is launching a new range of everyday biscuits - all priced at £1 - under the McVitie’s brand.

The Tasties range comprises nine traditional favourites such as custard creams, pink wafers and bourbon creams.

“Tasties is positioned to complement the brand’s existing range,” said UBUK planning director Mark Sugden. “We’ve developed this range to offer a branded range of everyday biscuits at an attractive price point.”

However, many of the Tasties lines are more expensive than their own-label counterparts: the custard creams cost £1 for 150g, for instance, compared with 69p and 65p for a 400g own-label pack at Tesco and Asda.