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UB Launches New On-The-Go Medley Biscuit And Cereal Bars

Wednesday, 12 May 2010

United Biscuits UK, a leading manufacturer of biscuits, snacks and cakes, is launching McVitie's Medley, an exciting new range of 'on-the-go' biscuit and cereal bars, to help retailers capitalise on the growth of out-of-home snacking.

Available from June, the new range combines the great taste of McVitie's Hobnobs and McVitie's Digestives biscuits with the goodness of cereals and other delicious ingredients, such as raisins, nuts and milk chocolate.


UBUK has launched the McVitie's Medley range as individually wrapped biscuit and cereal bars packed in Counter Display Units to offer consumers a sweet snack that is both satisfying and portable for snacking on-the-go. It is available in two on-the-go formats:

• HobNobs, Raisins & Milk chocolate - MRRP 39p

• Digestives, Hazelnuts & Milk chocolate - MRRP 39p

Price Marked Packs

The eat now McVitie's Medley range includes two ongoing price marked packs with a price point of 39p designed to grab the attention of shoppers and communicate the value for money provided by this range.

UBUK found that despite excellent growth within the biscuits category, biscuits are still significantly under-represented in Eat Now fixtures, especially within convenience fixtures in grocery and impulse outlets.


If the biscuits' share of Eat Now sales rose from 6% to 25%*, the category could create an extra £286 million in sales, which is huge opportunity for retailers.


McVitie's Medley will target young adults that buy into the Tasty and Treat bar segment, a segment that is worth £135 million and growing 33% YOY. The range is also available in three multipack flavour variants, making it suitable for lunch box snacking occasions in packs of six bars. These are as follows:


• 6 x Hobnobs, Raisins & Milk chocolate – MRRP - £1.69

• 6 x Digestives, Hazelnuts & Milk chocolate - MRRP - £1.69

• 6 x Hobnobs, Peanuts & Milk chocolate chip - MRRP - £1.69



UBUK will be advertising McVitie's Medley on TV later this year to raise consumer awareness of the range and to generate trial in a £2 million marketing campaign. To support the launch, UBUK will also carry out an extensive programme of outdoor advertising, heavyweight in-store support and nationwide on-the-go sampling.



Sarah Heynen, Marketing Director, Sweet Biscuits, commented: "McVitie's Medley has researched extremely well with shoppers and consumers, with 82% of young men and women saying that they intend to buy Medley.



"They loved the delicious biscuit combinations of their favourite McVitie's biscuits, Digestives and Hobnobs, and the fact that it is healthier than a chocolate bar, but more substantial and tasty than a cereal bar.



"The fact the range is able to incorporate McVitie's well-loved biscuit brands that people already feel passionate about definitely makes a strong case for stocking McVitie's Medley.



"The Tasty and Treat bar market is enjoying massive growth and the launch will help to grow this market even further. We recommend retailers stock up as soon as Medley bars are available in June to take full advantage of the consumer demand that the marketing support will generate."

 




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