McVitie’s has launched a lighter, HFSS-compliant version of its Rich Tea biscuits.
The new biscuits, called Rich Tea Delights, contain 30% less sugar “while retaining the familiar crisp, golden and richly flavoured biscuit that shoppers know and love”, said the brand.
Weighing in at 38 calories per biscuit, they contain no artificial sweeteners.
They rolled into retail, convenience and wholesale channels quietly earlier this month (rsp: £1.59/300g).
The NPD marked the start of a “pipeline of innovation with added benefits”, said McVitie’s.
“As biscuit category leader, we understand we have an important role to play when it comes to helping consumers enjoy healthier lifestyles”, said McVitie’s MD David Titman.
“We’re excited to be bringing a product to market which caters to evolving shopper needs and a nationwide focus on health, while retaining the great taste that’s synonymous with McVitie’s”, Titman said.
The launch would “also show shoppers they don’t need to forego the biscuit aisle entirely in a bid to choose lower-calorie options”, he added.
It follows a flurry of activity from the biscuit behemoth over recent weeks.
In January, it brought back BN biscuits after a four-year hiatus and entered into bagged treats with McVitie’s Blissfuls.
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