United Biscuits (UB) is bringing chocolate biscuit DeliChoc to the UK. The snack, which originated in France and Belgium, will be part of the McVitie’s brand umbrella.

UB will invest in a £2m multi-channel campaign to support the launch, including a TV ad planned for spring, plus in-store, online and PR activity.

The biscuits come in milk, white and dark variants, and are available in 150g price marked packs at either £1.99, when bought in 6 pack cases, or £1.79, in 12 pack cases.

“We are confident that the launch of new McVitie’s DeliChoc into the UK will follow on from its success on the Continent, where its distinctive crunchy eat is a great alternative treat to many traditional products available,” said Sarah Heynan, UB marketing director of sweet biscuits.

“Our market research shows that biscuit-lovers in the UK often enjoy sweet snacks during the evening, and we were looking for a product that offers something a little different in order to meet this trend.”