McVitie’s has rival Maryland firmly in its sights with the launch of two chunky biscuit variants.
Choc Chip ‘n’ Chunk and Hazelnut Choc Chip ‘n’ Chunk have been developed to build on the success of the McVitie’s relaunch at the beginning of the year. They will join McVitie’s Chocolate & Orange Digestives, which were launched in February.
McVitie’s claims the pair contain up to 20% more chocolate than equivalent Maryland cookies.
The variants will come under the refreshed McVitie’s livery and are expected to create annual £8m of sales, according to United Biscuits. They are available in a 150g format and have an rsp of 59p.
McVitie’s brand director Sarah Heynen said: “McVitie’s is the ideal brand to inject growth and excitement into the cookies market.”
The launch is being supported by a £1.6m marketing campaign, including TV advertising and coupons in magazines.