Digestives Nibbles in on the go format
Pladis-owned biscuit brand McVitie’s has launched Digestives Nibbles Handy Packs to capitalise on the on the go trend.
Available in caramel and milk chocolate flavours, the handy packs will be available in 37g at a RRP of £0.59 from May. Rolling out across UK grocery, convenience and forecourts, the range will be supported by a £3 million ATL campaign alongside PR and digital activation.
According to KWP data, the UK on the go snacks market is currently worth £6bn and is growing at 4%, due to longer working hours, consumers travelling longer distances to work and a decline in three meals per day. Some 54% of biscuits eaten on the go are in take home packs, but only 7% of biscuits are currently available in on the go formats.
McVitie’s marketing director Kerry Owens said, “Our busy lifestyles have led to an increase in snacking when out and about, leading shoppers to gravitate towards single serve packs, pouches and grab on the go items.”
“These delicious new handy packs are the perfect treat when you’re grazing in the day or looking for a sweet treat on the move. We are committed to responding to consumer needs and are confident our customers will love this product.”
