McVitie's Mini Pouches will be available from this week in a 125g bag (rsp: £1.29) to provide a format more suitable for sharing than the current lunchbox-targeted 6x25g multipacks. They will be available in the Chocolate Chip Cookies, Milk Chocolate Digestives and HobNobs variants.
"The range is designed for consumers who want to share some of their favourite biscuits in mini format and is positioned to tap into the trend for pouches, which are outgrowing traditional confectionery formats and driving the market," said Sarah Heynen, marketing director, sweet biscuits.
The launch will benefit from UBUK's current £2m Bonkers about Biscuits marketing campaign.
The McVitie's Mini range was launched in 2007 and grew 14% to £12.6m last year [Nielsen 52w/e 25 April].