McVities teacakes

United Biscuits is taking on Tunnock’s with the launch of McVitie’s Teacakes.

The chocolate-covered marshmallow domes on a biscuit base come in packs of eight (rsp: £1.65) in two flavours: Digestives Caramel and Hobnobs. The products are in Tesco and Ocado now.

“We are confident McVitie’s Teacakes will prove a strong contender against existing ranges,” said Karyn Bryant, senior brand manager at McVitie’s Cake Company. “McVitie’s biscuits are eaten by 52 million people in the UK, so we firmly believe McVitie’s Teacakes will be a popular hit with shoppers.”

UB launched McVitie’s Digestives Nibbles last week in Sainsbury’s. The supplier is expecting the launch, which takes the brand into the sharing bags format, to generate first-year sales of £15m to 17m.