UBUK is hoisting McVitie's into the special treat sector of the biscuit category with the creation of an indulgent, premium sub-brand called Moments.
The company is predicting £10m in annual sales for the new entrant and is backing it with a £2.5m marketing campaign, including TV adverts from May and in-store sampling. It claims this is its biggest launch under the McVitie's brand since HobNobs in 1985.
The four-strong range will be pitched against brands such as Fox's Creations and premium own label offerings.
Made with Belgian chocolate and on sale from the middle of next month at an rsp of £1.29, the Chocolate Toffee Crunch, Chocolate Fruit & Nut Caramel Shortcake, Viennese Melt and Triple Chocolate Cookie variants come in 150g or 200g boxes. According to UBUK, the special treats sector of the biscuit market is worth £133.7m [ACNielsen, 52 w/e February 25, 2006] but is under-developed through a lack of focus beyond seasonal variants. "Special treats is still quite a small sector in biscuits and no-one is investing in it," said marketing controller Steve Clarke. "But the category has strong growth potential and there is an opportunity to use the awareness of the McVitie's brand to drive sales."
The range is targeted at women aged 35 and older who are demanding more indulgent snacks with familiar flavour combinations, according to Clarke. "We don't want to be a niche product," he added.
An introductory price of 99p and two-for-£2 deals is aimed at driving trial of the treats during the first month.
Stefan Chomka