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McVitie's Digestive

McVitie's Digestive Biscuits United Biscuits Top 100 Grocery Brands

Source : Checkout Nielsen Top 100 Grocery Brands

Position: 67

Up until now the sales data reflected the original McVitie's Digestive, the UK's No 1 biscuit brand, which accounts for 71% of all digestive sales in the UK.

McVitie's advert

But the various range extensions – such as Caramels and Yogfruits – have reinforced the brand's position and they too are now included in the overall sales total.

The Minis brand has also just been relaunched and McVitie's is promising new variants later in the year

The recent launch of organic Yumbles have yet to make their mark in the sales data and the pre-Christmas relaunch of the parent brand looks set to push sales even further in 2008.

2007 £96.0m
2006 £93.8m
yoy change 2.3%

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