Digestives go bite-size

McVities Digestive Nibbles

United Biscuits (UB) has revealed its biggest NPD for 2016 with the launch of new McVitie’s Digestives Nibbles.

In what is described as a first of its kind for the UK biscuit category, the product offers the taste of McVitie’s Digestive biscuits in a chocolate bitesize format.

Available in a re-sealable pouch in four variants – Milk Chocolate, Dark Chocolate, Double Chocolate and Caramel – the range will be available in a 120g pouch (rrp £1.89), with a PMP due to launch later this year.

Rolling out from the end of February, the new range will be supported by more than £4m in media investment, including TV advertising, digital and social media. Significant investment has also been made across shopper channels through POS displays and shippers in grocery, as well as clip strips and gondola end toppers in convenience.

The launch follows a busy period for UB following the relaunch of its McVitie’s masterbrand in 2014 and represents the latest step by the manufacturer to unlock new consumption occasions for the biscuit category. The launch is expected to achieve over £17m RSV 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.

“In testing, consumers responded incredibly positively to the range, particularly the balanced combination of chocolate and biscuit, and the new ‘nibbly nibble’ pieces. Alongside an equally positive response from customers, we are confident that this is a long awaited true innovation for the category.”