The company said the introduction of the McVitie’s Gluten-Free Original Hobnobs (150g/ RSP £1.69) and McVitie’s Gluten-Free Milk Chocolate Hobnobs (150g/ RSP £2.19) marks its commitment to “extend the accessibility of its popular sweet biscuit ranges, bringing the brand’s extensive baking expertise to a range of consumer dietary requirements.”
The high proportion of naturally gluten-free oats in McVitie’s Hobnobs allowed the recipe to be converted without any compromise on the biscuits’ signature taste and crumbly texture. The new variants will also feature new packaging, based on the conventional McVitie’s Hobnobs design.
The launch will be supported by a digital and PR campaign, and the range is anticipated to have an RSV of £3m in its first year. The products will form part of the free-from sweet biscuit segment, which has seen continuous growth over the past five years, with the category doubling in size since 2012 to be worth over £55m today.