United Biscuits has launched DeliChoc biscuit brand, on sale in France and Belgium, in the UK.
The coated Belgian chocolate biscuits are sold under United Biscuits’ Delacre umbrella brand in France and Belgium; in the UK, they will be sold as part of the company’s McVitie’s range.
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The biscuits on sale in the UK comes in three lines – milk, dark and white – and are sold in 150g tray packs.
Sarah Heynen, marketing director for sweet biscuits at United Biscuits’ UK arm, said: “Our market research shows that biscuit-lovers in the UK often enjoy sweet snacks during the evening, and we were looking for a product that offers something a little different in order to meet this trend. Our aim is to extend the McVitie’s masterbrand into new eating occasions by offering even greater variety for retailers and consumers. We are confident that the launch of new McVitie’s DeliChoc into the UK will follow on from its success on the continent, where its distinctive crunchy eat is a great alternative treat to many traditional products available.”
