McVitie’s is going head-to-head with confectionery countlines by launching ‘handy packs’ of its Digestive Nibbles.

With a recommended price of 59p, the 37g packs are designed to tap growing consumer demand for on-the-go snacks. They will be available from next month in caramel and milk chocolate flavours in grocery, convenience and forecourts, and will be supported by a £3m advertising campaign alongside PR and digital activity.

The Digestive Nibbles brand has achieved sales of £15m since launching early last year in 120g re-sealable pouches. 

McVitie’s owner Pladis described the launch of the handy packs as part of its ongoing commitment to capitalise on the on-the-go trend.

“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,” said McVitie’s marketing director Kerry Owens.

“These 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.”

The UK on-the-go snacks market is currently worth £6bn and is growing at 4% year on year, according to Kantar Worldpanel. Growth has been driven by an increase in working hours, consumers travelling longer distances to work and a decline in consumers eating three meals per day.

Although 54% of biscuits eaten on-the-go are in take-home pack formats, only 7% of biscuits are currently available in on-the-go formats, said McVitie’s.