Biscuits and snacks producer United Biscuits is to overhaul its McVitie’s Digestives biscuit range in the UK.
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The range is to undergo a re-design and re-launch in February 2008, while a new ‘Mini’ concept for the brand and an organic variant are also to be introduced.
The re-launch is to extend over the entire range and will comprise three elements: a new packaging design, a GBP4m (US$8m) TV ad campaign, and in-store promotions.
“McVitie’s Biscuits are an iconic brand that everybody in the UK can associate with, but it is still important that the packaging is kept relevant and modern,” said United Biscuits commercial manager Nick Stuart.
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By GlobalData
