United Biscuits is boosting its ‘better for you’ portfolio with three new products as the company endeavours to counterbalance sales falls across key biscuit lines.
The company, which has seen sales of stalwart brands such as McV Homewheat and Penguin take significant dips (The Grocer Top Products Survey 2003), is adding one new offering to its McV a:m range and two more to its Go Ahead! line-up.
The first of these is a range of McV a:m Granola Bars which have already proved a sales success in the US. The company said the three-strong range of bars, which feature nuts, fruits, grains and sunflower seeds in Apple and Almond, Raisin & Cranberry variants, would bring
“significant premiumisation” to the category, with multipacks of five bars set to retail for £1.59.
Meanwhile, the Go Ahead! banner is being expanded with a range of Crispy Rice Crackers in three flavours - Chilli & Lime, Sea Salt & Vinegar and Sour Cream & Herbs.
The offering will be doing battle in a highly populated sector currently dominated by Quaker Snack-a-Jacks. Rsp for each 100g tray pack will be £1.19.
Completing the new additions are Go Ahead! Yogurt Breaks - light crispy biscuits with fruit filling and a yogurt flavour topping. Available in two flavours - Plain and Forest Fruit - they will be available packs of six (rsp: £1.39).
Welcoming the new offerings, one multiple buyer said: “Some bestselling traditional biscuit lines are struggling in the new climate of healthy eating, so it is good that UB is trying to address the issue. In terms of growth, better for you is where it’s at these days.”
UB sales director Martin Totty said: “These products have been developed in response to new consumer needs.”
Simon Mowbray