United Biscuits launches McVitie’s brand extension

Posted by Nicole Eckersley on 5th July 2011

United Biscuits is expanding its McVitie’s biscuits range in the UK with the launch of the brand extension McVitie’s Quirks.Available for retailers to buy from the middle of the month, Quirks biscuits are aimed at “new, younger consumers”, Victoria Gregory, marketing controller for McVitie’s at United Biscuits, said.

Quirks have a “smooth, chocolately centre, fully-enclosed within a crunchy biscuit”, the company added. There will be three variants available – Chocolate, Double Choc and Choc & Hazelnut – all of which will be packaged in a plastic tray and sold in 175g packs at a MRRP of GBP1.53 (US$2.46).

The company said that the range is expected to reach GBP30m in retail sales in the next three years.

The launch will be supported by a GBP3m marketing and advertising campaign to include TV, cinema, digital and in-store support.
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