McVitie's Boasters set for relaunch

Special Treat Biscuits

The Special Treats sector is buoyant and currently worth £147m RSV showing a 9% growth YOY. Boasters were launched in 1988 and are the top selling branded Special Treat Cookie. The introduction of new flavours is set to grow the brand further.

New Boasters Cranberry & Almond and New Boasters Dark Chocolate & Ginger join established favourites Chocolate Chunk and Chocolate & Hazelnut. Boasters are made with Belgian chocolate chunks and the chunky fruit and nut inclusions, such as almonds and cranberries, ensure this is a premium cookie with a homemade texture and appearance.

New upright packaging

The brand has also undergone a packaging revamp and the pack is now upright instead of long. This provides better use of shelf space, all four of the new packs fit into less space than the two old ones.

The new packs focus on the ingredients and the story behind McVitie's baking history reassuring consumers of the quality message. Enticing photography enhances the pack to create shelf-stand-out and attract interest.

Nick Stuart, Commercial Manager, at United Biscuits says: “These new variants and contemporary upright packaging bring Boasters right up to date. The move from long to upright packaging gives retailers more shelf-space so they can accommodate these new products and offer a full Boasters range to satisfy customers looking for special treats.”