The humble Hobnob is breaking into cookies as part of United Biscuits' NPD and marketing plans for 2011.

The biscuit and snack group is launching McVitie's Hobnobs Cookies (rsp: £1.25) in January to take on the likes of Burton Foods' Maryland Cookies. Available in Milk Chocolate Chip and Milk Choc Chip & Hazelnut flavours, the brand extension would be one of the biggest biscuit launches of 2011, said Mark Sugden, director of market strategy and planning at UBUK.

A £1m above-the-line ad campaign will run in March for McVitie's VIP Club campaign offering consumers holiday breaks.

"The VIP promotion engages with older, established brands such as Ginger Nuts and Fruit Shortcakes, which wouldn't normally get air time," he said.

In UBUK's snacks business, Hula Hoops is partnering with the ITV1 talent show Britain's Got Talent with an on-pack promotion supported by a wider TV push, and Phileas Fogg will also receive a sharper, more stylish redesign.