United Biscuits is relaunching its McVitie's Penguin brand with a ­lower calorie content and revamped packaging.

The reformulated range (excluding Penguin Wafer), which is rolling out now, contains 106 calories per bar, compared with the old 113. Iceberg and cloud imagery has been added to the packaging and the new calorie content is now flagged up alongside a flash promoting McVitie's VIP Club promotion.

Sales of McVitie's Penguin have risen 11% to £33m over the past year [Nielsen MAT to 17 July].