United Biscuits has announced the re-launch of its McVitie’s Breakfast biscuit range, which includes the roll-out of two new products – McVitie’s Breakfast Oaty Breaks and McVitie’s Breakfast Fruit & Oat Bakes, as well as a new packaging design.
McVitie’s Breakfast Oaty Breaks (rrp £2.29) are baked with porridge oats and contain fibre, vitamins and iron. Featuring a new snappable format, they are available in a choice of two flavours: Golden Syrup and Raisin & Cinnamon.
McVitie’s Breakfast Fruit & Oat Bakes (rrp £1.99) offer wheatmeal and oat biscuits with a fruit filling available in Apple and Blueberry flavours. Both are available in portion-sized packs.
The new products will be supported by a £3m media spend, including a television advertising campaign, PR and bespoke in-store promotions.
Kerry Owens, Head of Healthier at United Biscuits, said: “Modern and busy lifestyles continue to put pressure on our day with 55% of us eating breakfast biscuits on the go, so it’s important to start the day with a tasty and satisfying breakfast. Consumers are increasingly looking for alternative options for a wholesome breakfast on-the-go. These new additions to the McVitie’s Breakfast range will offer hearty and delicious choices to help them kick-start their day.”
