United Biscuits is bringing its McVitie's Hobnobs and Digestives brands together to launch a biscuit-cum-cereal bar range to grab a bigger chunk of the out-of-home snacking market.
McVitie's Medley, rolling out next month, consists of three variants; Hobnobs with raisins & milk chocolate, Hobnobs with peanuts & milk chocolate chip, and Digestives with hazelnuts & milk chocolate (rsp: £1.69 for a six-pack). Individually wrapped variants of the Hobnobs & raisins and Digestives & hazelnuts variants complete the line-up (rsp: 39p).
The range would appeal to young adults looking for "tasty daytime snacks with no guilt factor", said Sarah Heynen, marketing director of sweet biscuits. "Biscuits currently significantly under-trade in out-of-home versus other key snacking categories."
An accompanying £2m campaign includes TV, outdoor and sampling.
McVitie's Medley, rolling out next month, consists of three variants; Hobnobs with raisins & milk chocolate, Hobnobs with peanuts & milk chocolate chip, and Digestives with hazelnuts & milk chocolate (rsp: £1.69 for a six-pack). Individually wrapped variants of the Hobnobs & raisins and Digestives & hazelnuts variants complete the line-up (rsp: 39p).
The range would appeal to young adults looking for "tasty daytime snacks with no guilt factor", said Sarah Heynen, marketing director of sweet biscuits. "Biscuits currently significantly under-trade in out-of-home versus other key snacking categories."
An accompanying £2m campaign includes TV, outdoor and sampling.
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