United Biscuits (UBUK), a leading manufacturer of snacks, biscuits and cakes, has announced that it’s extending its popular McVitie’s Caramel Digestives range with the launch of a new limited edition Dark Chocolate variant. Available from the end of April, this new variant will drive further growth into the £2.3bn Biscuits category, adding sales and profits for retailers.
The new limited edition Dark Chocolate Caramel Digestives will include a tasty combination of luxurious dark chocolate with sweet caramel and will be available to buy in a 300g format at a MRRP of £2.29. The packaging will feature a dark chocolate brown flash communicating the limited edition nature of the new variant, as well as highlighting the following information in a tick box format:
• 45% wheat & wholemeal goodness
• No artificial flavours or colours
• No hydrogenated vegetable oil
• Good source of fibre
Sarah Heynen, Marketing Director of Sweet Biscuits at UBUK commented: “The extension of the McVitie’s Caramel Digestives range with the limited edition Dark Chocolate variant will provide retailers with a great opportunity to capitalise on the existing popularity of the range which is currently worth £11m and growing by 6%. Limited edition variants such as these bring excitement to a category and will drive incremental sales for retailers.
“The Royal Wedding also presents a key opportunity for retailers to grow sales as families and friends come together late morning to celebrate the occasion and watch the coverage on TV with a cup of tea and a McVitie’s biscuit. Retailers should make sure they stock up on the full McVitie’s portfolio in order to take advantage of the extra sales generated by this exciting event.”
Source: UB
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