United Biscuits (UB) has announced the launch of McVitie’s DeliChoc in the UK.

Already available in France and Belgium as part of UB’s Delacre portfolio, DeliChoc is designed to be part of the everyday special treats category and comprises a slab of thick Belgian chocolate on top of an extra-crunchy biscuit, and comes in three varieties; milk, dark and white chocolate.

McVitie’s is investing £2m to promote the UK launch of DeliChoc, with a television advertising campaign planned for the product in spring 2015. The launch will also be supported by in-store activations, as well as online marketing, PR and promotion through the company’s social media channels.

United Biscuits hopes to achieve £6.5m RSV for the product in the first year.

The McVitie’s DeliChoc range is available now and comes in 150g tray packs and is offered in case sizes of 12s (rrp £1.79) or 6s with a pricemark of £1.99.

Marketing director of sweet biscuits Sarah Heynen said: “Our aim is to extend the McVitie’s Masterbrand into new eating occasions by offering even greater variety for retailers and consumers. We are confident that the launch of new McVitie’s Delichoc into the UK will follow on from its success on the Continent, where its distinctive crunchy eat is a great alternative treat to many traditional products available.”

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