The company has invested £5m in halving the sat-fat content in McVitie's Digestives, Hobnobs and Rich Tea biscuits following a similar reduction in November 2008.
From this week, biscuits will carry an on-pack flash saying Now Lowest Ever Saturated Fat Same Great Taste. UB has earmarked £1.5m of the £5m investment for a new year TV push to reinforce the message, with the remainder spent on manufacturing.
The technical difficulty in re-engineering recipes without compromising the texture and flavour of the biscuits should not be underestimated, said marketing director Jon Eggleton. "It's a more expensive ingredients list because we are using different oils," he said. "However, shelf price won't be affected and we are delighted with the result."