The confectionery giant plans to roll out new brand Bisc & into stores early next year, with Mars set to become the star attraction in the four-strong range. Three other confectionery stalwarts - Twix, M&M’s and Bounty - will complete the multipack offering which will feature six individually wrapped biscuits.
An industry source said there was currently no firm pricing structure for the newcomers but that Masterfoods intended to throw heavyweight support behind the launch both above and below the line.
He said: “Masterfoods is confident that Bisc & will do well and is prepared to invest behind the brand. This is the type of launch the sector needs.” A spokeswoman for Masterfoods confirmed the launch would be in “the first quarter” of 2003 but added: “We are not in a position to comment further at this stage.”