Launching under the McVitie’s brand, the Digestives Caramel Teacakes and McVitie’s Milk Chocolate Hobnobs coat a biscuit base and soft marshmallow in chocolate before being topped either with caramel or oat-crumb pieces. They come in packs of eight, with a manufacturer’s mandated retail price (MMRP) of £1.65.
The company said the range would go on sale across all major grocery outlets and convenience stores, and would be supported by a strong programme of promotion to drive on-shelf feature and encourage consumers to try the products.
Karyn Bryant, senior brand manager at McVitie’s Cake Company, said: “We are extremely excited about the launch of McVitie’s Teacakes, which we feel offers a ground breaking new product for our customers.
“We have already seen great success in past innovations, where we have brought the well-loved taste of McVitie’s products to the cake aisle in new formats, and are confident McVitie’s Teacakes will prove a strong contender against existing ranges. After all, McVitie’s biscuits are eaten by 52 million people in the UK so we firmly believe McVitie’s Teacakes will be a popular hit with shoppers.”
UB recently announced McVitie’s Ginger Nuts had re-entered production at its flood-stricken Carlisle plant.