Major biscuit brand to relaunch

United Biscuits is embarking on a major relaunch of its McVitie’s brand to rejuvenate and drive strong growth into the biscuits category.

The relaunch will kick off with a brand redesign and a £12m multimedia campaign, the company’s biggest ever.

Sarah Heynen, marketing director of sweet biscuits at UBUK, comments: “Everyday biscuits, with brands such as McVitie’s Digestives, are the biggest segment and the heartland of the biscuit barrel. It is this segment, which is at the heart of our refreshed strategy and key to unlocking growth in the overall biscuit category.”

As part of the overarching Masterbrand strategy, United Biscuits will be moving all of its sweet brands (with the exception of go ahead) to sit under the McVitie’s Masterbrand to help simplify the shopping experience. At the same time, all of its savoury brands, including Cheddars and Mini Cheddars, will be rebranded as Jacob’s.

Heynen continues: “The McVitie’s brand is already worth over £400m RSV in the UK but we have a vision to grow it to £600m RSV in the next five years by executing a focused and integrated programme of marketing initiatives.”

In January, McVitie’s will unveil its new design, created to drive an ownable, distinctive and consistent brand identity across the entire McVitie’s range.

In addition to the redesign, the most significant element of the McVitie’s relaunch programme is a brand new approach to its advertising. More information will follow in the new year.

Sarah Heynen concludes: “Worth over £2bn, the sweet biscuits category is enjoyed by millions of consumers from the moment they wake up through to the moment they go to bed. In fact, there are more than 6 billion sweet biscuit occasions every year, which is more than double the number for confectionery.

“Biscuits are already an intrinsic part of our daily lives but we know there is a huge opportunity to grow the category even further by adding more excitement into the category. As the market leader, we believe it is our responsibility to implement a plan that will enable us to achieve this by increasing consumption of biscuits across different snacking occasions. By harnessing the power of the McVitie’s brand, we will modernise and grow the category, unlocking new occasions and driving fresh interest in biscuits and sales for retailers as a result.”

 

 

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