Following the successful launch of McVitie’s Digestives Nibbles, the firm has revealed new on-the-go handy packs.
Available in Caramel and Milk Chocolate flavours, the new handy packs come in 37g at a RRP of 59p. Rolling out from May across grocery, convenience and forecourts, the range will be supported by a £3m ATL campaign alongside PR and digital activation.
The UK on-the-go snacks market is currently worth £6bn and is growing at 4%. What’s more, 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 (KWP 52 w/e 3 Jan 16).
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.”