McVitie’s has expanded its Hobnobs lineup with Oaty Cookies.
Made from 100% wholegrain oats and containing chocolate-flavoured chips, the cookies have debuted in Milk Chocolate and Dark Chocolate.
Boasting a “wholesome, home-made look and feel and a chewy texture,” they have launched in Morrisons and will roll out more widely at the end of summer.
There was “a clear gap in the cookies market for a differentiated eating experience” said Hobnobs brand manager Eléonore de Saint Périer.
“Hobnobs is perfectly placed to deliver this through its brand equity and delicious oats – it’s a much loved, fun and trusted brand, with great appeal to under-35s.
“In consumer testing, it was the Hobnobs Cookies’ home-made rustic appearance, with the ‘Hob-nobbly’ texture of wholemeal oats that appealed, as well the fact that they are different to anything else on the market,” de Saint Périer added.
Hobnobs Oaty Cookies are the least unusual of McVitie’s recent launches; the biscuit giant unveiled limited-edition Hot Honey Jaffa Cakes and Pink Digestives earlier this month.
This latest tranche of innovations comes after McVitie’s kicked off one of its “biggest, multimillion-pound” campaigns to date in April to mark the Chocolate Digestive’s centenary year.
The push has so far included “eye-catching” wholesale and in-store activations, “dazzling” hologauze projections on landmarks, and an immersive McVitie’s Chocolate Digestives Experience in central London, held last month.
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