UBUK is tackling one of the biggest questions surrounding the biscuit world - whether we are a nation of dunkers or crunchers.
The snack manufacturer is embarking on an eight-week £800,000 'Dunk debate' for its McVitie's brand, which kicks off this month in partnership with The Sun and Tetley, to discover if UK consumers prefer to dunk their biscuits or eat them while crunchy.Sampling activity will take place across more than 500 Tesco, Morrisons, Asda, Sainsbury's and Somerfield stores, with sampling staff wearing special Dunker or Cruncher uniforms. Consumers will have the opportunity to choose their favourite McVitie's biscuit to eat with a free sample of Tetley tea and decide whether they want to dunk.
Once they have decided they can either complete a voting slip in store or register it online for the chance to win a trip to New York.
Results will be published in The Sun at the conclusion of the campaign, by which time 260,000 biscuits will have been given away.