United Biscuits is set to re-launch the McVitie’s brand in an effort to drive growth into the biscuit category.

Kicking off with a re-design and a £12m multi-media campaign in the New Year, United Biscuits will be moving all of its sweet brands, apart from Go Ahead, to sit under the McVitie’s Masterbrand to help simplify the shopping experience. All of its savoury brands, including Cheddars and Mini Cheddars, will be re-branded as Jacob’s.

Sarah Heynen, marketing director of sweet biscuits at UBUK said: “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.

“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.”

The McVitie’s range will also see the return of the Chocolate & Orange Digestive in January. Back on shelves after a four-year absence, the 300g roll wrap will have an rrp of £1.50.

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