McVitie’s has today announced an extension to its popular McVitie’s Nibbles range, with the launch new McVitie’s Hobnobs Nibbles.

The launch follows a successful year for what has been the biggest piece of sweet biscuit NPD in 2016, with sales of more than £12m (Nielsen Scantrack, Total Coverage, 52 w/e 26/11/16).

Rolling out from January across grocery and convenience, the new variant is anticipated to continue the success already seen for the range, McVitie’s Hobnobs Nibbles will be available in a 120g pouch for £1.89 and an 80g PMP pouch for £1.

This latest extension to the range will be supported by the McVitie’s Sweeet campaign with a media spend of £3m. It takes total media spend for the McVitie’s Nibbles range since launch to over £5m.

McVitie’s brand director, Kerry Owens said: “The launch of McVitie’s Digestives Nibbles earlier this year marked a brand new proposition from us in the sweet snacking sector. The range has seen fantastic response from shoppers, and we’re excited to celebrate this new addition. McVitie’s Nibbles have continued to attract a younger audience to the brand, and opened up new snacking occasions for the market, so we are confident that consumers will respond equally well to this new oaty nibble in a delicious nibbly format.”