United Biscuits is scrapping its McV brand in favour of reverting back to the original McVitie’s banner on its biscuits portfolio.
UBUK introduced McV in 2002 and despite biscuit sales rises of 12% in the first year and 4% in the second, it has decided to bring back McVitie’s from January.
Mark Sugden, head of customer marketing for grocery, said McV was only on a selection of products - it was not on Fruit Shortcake, Ginger Nuts, Penguin nor the chocolate biscuit bars. “The brand is being reintroduced to bring it under a powerbrand umbrella,” said Sugden.
UBUK is also increasing the marketing spend on McVitie’s biscuits by more than 40% to £8m in 2005. This will include £1.2m on new McVitie’s Chocolate Digestives - Chocolate & Orange Digestives - which it predicts will rack up first-year sales of £6.5m.
UBUK is also introducing an on-pack ‘123 for a healthy balance’ strapline on all its brands to encourage consumers to ‘eat healthily’, ‘keep active’ and ‘enjoy the taste’.