The ‘To Go’ range will be available in two formats – multi-pack and individual on-the-go portions. The multi-pack range, containing six twin packs, is available in four variants – McVitie’s Original, Milk Chocolate, and Dark Chocolate Digestives, and McVitie’s Milk Chocolate Hobnobs. The individual on-the-go packs of two biscuits will be available for Milk Chocolate Digestives and Milk Chocolate Hobnobs.
Rolling out from early June across grocery, convenience and forecourts, the range will be supported by high impact in-store activity as well as a new TV advertising campaign due to launch later in 2016, using the popular ‘Sweeet’ strapline. Significant investment has also been made into new production line technology at UB’s Harlesden factory to support the new format.
Nielsen data shows on-the-go consumption of biscuits growing ahead of the total on-the-go category (+6% vs. 0.5%), however only 5% of all biscuits are currently available in portion packs. UB said the launch is aimed at meeting growing consumer demand and supporting retailers in unlocking category growth – identified as a potential £102m opportunity in UB’s new category strategy.