United Biscuits has relaunched its McVitie’s range of muffins, flapjacks and slices in the UK, the company has announced.
The group’s programme includes changes to the shape and recipe of its McVitie’s flapjacks to make them healthier and easier to eat “on the go”, UB said.
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The McVitie’s flapjacks will be “more confectionery-shaped”, UB explained, “aligning them more closely with cereal bars to make decision making simpler for busy consumers and making them much easier to eat on the go”.
United Biscuits has also cut the saturated fat in the flapjacks by 35%. UK food manufacturers are facing voluntary guidelines to cut the level of saturated fat and sugar in biscuits and cakes.
“The saturated fat reduction across the McVitie’s range of flapjacks demonstrates our commitment to producing the best quality products that meet consumer needs, without compromising on taste,” Mike Benton, McVitie’s marketing controller, said.
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