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’.