Pack redesign puts the Nobble back into McVitie’s HobNobs

Monday, 01 June 2009

McVitie's HobHobs, one of the nation's favourite biscuit brands and worth £40m at Retails Sales Value, is having its packaging redesigned to increase shelf stand out, engage and excite consumers and generate extra sales for retailers.

United Biscuits UK, a leading manufacturer of biscuits, snacks and cakes, is using the new packaging to ensure that the brand's character really comes across to consumers.

The ‘HobNobs' logo will become the focus of the pack communicating the brand's fun and bold personality, while the orange background will be introduced to unify the range under a single colour.

To differentiate between the variants, a different splash of colour will feature on-pack. HobNobs will remain orange, the Milk Chocolate variant will feature a blue splash and the Dark Chocolate pack a red splash.

Nick Stuart, Commercial Manager at UBUK, comments: "McVitie's HobHobs continues to be a firm favourite with consumers, demonstrated by the fact that the HobNobs and Chocolate HobNobs brands are growing by 20% and 32% respectively and much faster than the market.

"Chocolate HobNobs is also the third largest Everyday Biscuit Treat and HobNobs the fourth biggest Everyday biscuit, so retailers should stock up, as the new design will increase shelf stand out and help to grow their sales even further."

Source: UB

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