United Biscuits UK has launched a GBP1.2m (US$1.8m) television campaign to promote a 50% reduction in the saturated fat contained in its McVitie’s Digestives.

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On TV screens this month, the campaign creative will run throughout January and February and is being supported by PR and a national press advertising campaign across women’s magazines.


“McVitie’s is the nation’s favourite biscuit brand and now that we have been able to reduce the saturated fat by 50% in McVitie’s Digestives, McVitie’s Rich Tea and McVitie’s HobNobs without affecting the taste, we are sure that the brand is going to be more popular than ever,” said Nick Stuart, commercial manager at UBUK.

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