United Biscuits is set to launch a line of “indulgent” chocolate biscuits under its McVitie’s range in the UK.

The biscuits and snacks maker will start selling the McVitie’s Temptations line next month.

Go deeper with GlobalData

Data Insights

The gold standard of business intelligence.

Find out more

The “bite-sized, premium biscuits” come in three variants – Belgian Milk Chocolate & Hazlenut, Belgian White Chocolate & Truffle and Belgian Milk Chocolate & Praline.

United Biscuits is targeting the biscuits at what it dubs the “special treats” segment. Sarah Heynen, marketing director for sweet biscuits at United Biscuits UK, said the segment generated sales of GBP171m (US$278.2m) and grew by 14% in the year to 1 January.

“Retailers stocking the new McVitie’s Temptations variants will be able to provide their customers with a different premium option,” Heynen said. “The luxurious biscuits are perfect for an indulgent treat at home or can also make a great gift.”

GlobalData Strategic Intelligence

US Tariffs are shifting - will you react or anticipate?

Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.

By GlobalData

Just Food Excellence Awards - Have you nominated?

Nominations are now open for the prestigious Just Food Excellence Awards - one of the industry's most recognised programmes celebrating innovation, leadership, and impact. This is your chance to showcase your achievements, highlight industry advancements, and gain global recognition. Don't miss the opportunity to be honoured among the best - submit your nomination today!

Nominate Now