Yildiz Holding-owned United Biscuits is launching McVitie’s Digestive Nibbles in what the company described as its “biggest NPD” for 2016.
The move sees UB bring the iconic McVitie’s Digestives brand into the bite-sized sharing format. Nibbles will be available in four varieties in resealable pouches: milk chocolate, dark chocolate, double chocolate and caramel. The Nibbles come in 120g pouches with an RSP of GBP1.89.
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The line will be launched in grocery, convenience and forecourt retailers and supported by a GBP4m marketing investment including TV, POS, digital and social media.
The company said that the launch aims to help UB unlock new consumption occasions and help drive category growth. The McVitie’s Digestive Nibbles are expected to reach a retail sales value of GBP17m in the first 12 months.
Sarah Heynen, Marketing Director of Sweet Biscuits at United Biscuits, commented: “The launch of McVitie’s Digestives Nibbles is a significant moment for UB and the category, set to break new ground in sweet biscuits. This is an exciting proposition for the market, targeting a new evening sharing treat occasion for biscuits.”
