UK: United Biscuits launches McVitie’s Digestive Nibbles

Biscuit maker United Biscuits has announced the expansion of the McVitie’s Digestive brand into the bite-sized segment with the launch of McVitie’s Digestives Nibbles.

Described as “a modern way to enjoy the great taste and texture of McVitie’s Digestives, with an added chocolatey treat”, McVitie’s Digestives Nibbles come in Milk Chocolate, Dark Chocolate, Double Chocolate and Caramel varieties and will be available in 120g pouches for an RRP of £1.89 ($2.75).

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. This is an exciting proposition for the market, targeting a new evening sharing treat occasion for Biscuits”.

McVitie’s Digestives Nibbles will hit shelves in the UK in late February. The launch is expected to generate £17 million ($25 million) RSV in the first 12 months, the company said in a statement.

Source: United Biscuits