United Biscuits will extend its go ahead! range with two Fruity Cake Slice varieties

United Biscuits will extend its go ahead! range with two Fruity Cake Slice varieties

UK manufacturer United Biscuits has revealed a series of new products set to go sale from its sweet biscuits division, with new varieties for go ahead! and McVitie's.

The company today (6 December) announced plans to launch go ahead! Fruity Cake Slices in January. The range will be available in two variants - Apple & Sultana and Honey Caramel & Sultana, which will be individually wrapped and sold in packs of five with an MRRP of GBP1.49 (US$2.33).

It also plans to extend its go ahead! Yoghurt Breaks range, with a cherry flavoured variety to be launched in January. It will be sold in a multipack format with six bars at an MRRP of GBP2.85.

Additionally, it said it plans to reduce the saturated fat on its go ahead! Crispy Fruit Slices, which will contain 49 calories from February, down from around 56 calories.

United Biscuits also revealed plans to extend its Hobnobs range with an new cookie line called McVitie's Hobnobs Cookies. The line will be available in two varieties, Milk Chocolate Chip Cookies and Milk Choc Chip & Hazelnut Cookies, and will have an MRRP of GBP1.25.

United Biscuits said it will begin the second phase of its VIP Club campaign in March 2011. Running across the McVite's biscuit portfolio, It will offer consumers the opportunity to win GBP2m worth of breaks away. It will also be running a GBP1m TV ad campaign to drive awareness of the promotion.

"Following its launch earlier this year, the next wave of the McVitie's VIP Club activity will continue to increase consumer demand for McVitie's biscuits and encourage repeat sales for retailers," said United Biscuits marketing director of sweet biscuits, Sarah Heynen.

"By blocking the McVitie's promotional brands together on shelf, this will maximise the impact of the promotion and generate maximum stand out. The launch of McVitie's Hobnobs Cookies will allow retailers to maximise incremental sales of the popular biscuit brand."